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The effect of customer participation in service industry on encounter satisfaction by the development of relationship
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논문 기본 정보

Type
Academic journal
Author
Jinwoo Ahn (Yeungnam University College) Taeseok Rho (Pusan National University)
Journal
한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제31권 제1호 KCI Accredited Journals
Published
2021.1
Pages
94 - 120 (27page)

Usage

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The effect of customer participation in service industry on encounter satisfaction by the development of relationship
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Abstract· Keywords

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This study empirically identifies the varying effects of customer participation (CP) in service industry on a relationship’s developmental stages. Because CP simultaneously affects and is affected by a relationship in service settings, its influence on the relationship’s developmental stage requires examination. This study aims to fill the gap between phenomenon and theory that existed in previous CP studies by comparing and analysing the effects of four CP subfactors (information seeking, information sharing, personal interaction and responsible behaviour) on encounter satisfaction during the developmental stage of a relationship between customer and service provider. Additionally, this study provides service companies with strategic implications for utilizing CP. This study considers the relationship dynamics to which prior CP studies paid little attention. Thoroughly verifying these CP subfactors provides a foothold for a new perspective on the inconsistent results of CP studies. According to research result, the influence of information-seeking behaviour on encounter satisfaction decreases as a relationship grows. In contrast, information sharing and personal interaction increase. Lastly, responsible behaviour made no significant difference. This study enables service marketing managers to understand CP during the developmental stage of a customer relationship and establish needed and appropriate management guidelines for customer-related interactions.
#Customer participation #relationship life cycle #encounter satisfaction #service quality #service marketing

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References (64)

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Ahn, J. / 2016 / Influence of customer-firm relationships on customer participation in the service industry / Service Business 10(1):113~133 Crossref Anderson, E. / 1992 / The use of pledges to build and sustain commitment in distribution channels / Journal of Marketing Research 29(1):18~34 Crossref Anderson, J. C. / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54(1):42~58 Crossref Auh, S. / 2007 / Co-production and customer loyalty in financial services / Journal of Retailing 83(3):359~370 Crossref Bansal, H. S. / 2005 / ‘Migrating’ to new service providers : Toward a unifying framework of consumers’ switching behaviors / Journal of the Academy of Marketing Science 33(1):96~115 Crossref

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