Service Guarantee Strength: The key to service quality

While most authors describe a service guarantee as a “zero-one variable” indicating the presence or absence of an explicit written service guarantee, this paper develops a construct called “Service Guarantee Strength” (SGS) that is a continuous variable. This construct measures the degree to which a firm sets clear service quality standards for itself on dimensions that customers care about, and has an formal policy for quickly giving meaningful compensation to customers when these standards are not met.The paper builds upon established micro-level behavioral theory to develop the “Service Guarantee Strength Framework”. This framework posits that high Service Guarantee Strength leads to improved service quality, customer satisfaction, and loyalty through three intervening variables—marketing communications impact, employee motivation and vision, and learning through service failure.An empirical investigation was conducted to test the SGS Framework using both employee and customer data from three pairs of firms, with each pair in a different industry. None of these firms had an explicit service guarantee. Unlike many behavioral research studies, this study measured both employee and customer perceptual data and compared the two. The research finds that Service Guarantee Strength is positively related to customer perceptions of service quality, customer satisfaction, and loyalty.     

Training in service – importing and imparting customer service culture as an interactive process

Customer service culture initiatives have received renewed academic attention. Recent surveys of employee responses have highlighted the importance of training. However, its precise nature and how messages and various responses are mediated through an interactive and dynamic process have been largely neglected. In addition, employees' experience of customer service as consumers and of its contradictions has yet to be fully explored in accounting for employee responses. In an effort to develop existing knowledge and models of customer service culture, these issues are addressed by drawing on observational research. Four training programmes are examined in varied contexts, including a UK call centre and a Malaysian bank. They reveal a dynamic whereby trainers' anticipation of employee attitudes such as cynicism and the immediate reactions and dialogue of trainees help shape both the service message and subsequent responses.     

An integrated model of the effects of service evaluation,corporate image,and switching barriers on customer loyalty

The purpose of this study was to examine the relationships between service evaluation, corporate image, switching barriers, and customers’ intentional loyalty. The proposed model was tested and valuated in the mobile services context. A field survey was conducted using a structured questionnaire about the investigated concepts. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares. Findings indicate that service evaluation constructs have both direct and indirect effects, through customer satisfaction and corporate image, on customers’ intentional loyalty. The outcomes suggest that marketers, in their effort to develop more customer-oriented marketing plans, should consider both the pool-in factors, reflecting the value of the provided services, customer satisfaction, and corporate image, and the interactions among them, as well as the push-back factors, as they all impact on customers’ behavioral intentions. The research was limited to one service setting and the proposed model should be cross-validated in other service settings before the relationships among its components are fully clarified. Also, the use of cross-section design reduces inference ability regarding temporal changes in research constructs. This article contributes in adding to the body of the existing knowledge by considering both corporate image and switching barriers, along with service evaluation constructs, as antecedents of consumer’s intentions determination, resulting in a model that has not been investigated thus far.     

How different is professional service operations management?

This paper presents detailed analysis of the operational and operations management characteristics of a professional service firm, a legal partnership. An in-depth study of customer interactions, service customization, process throughput and variability, professional employee behavior and managerial interventions provided the basis for confirmatory and exploratory research. The results suggested a number of refinements to existing conceptualizations of the professional service type operation and indicated areas where professional service operations management should be viewed as highly distinctive. First, professional–client exchange is variably asymmetrical – with significant implications for service package and process design. Second, professional service operations comprise a substantial number of less variable and faster throughput processes – creating a significant opportunity for commoditization. Third, professional status and corresponding organisational structures (e.g. the partnership model) need to be explicitly recognised in any typology – these factors introduce distinctive trade-offs when seeking greater efficiency and effectiveness.     

The service sector: Challenges and imperatives for research in operations management

The United States has undergone a transformation from an industrial society to the first postindustrial society. Consequently, the service sector has outstripped manufacturing in its contribution to the GNP and in employment. This paper discusses the challenges and imperatives for research in service operations management (SOM). Service operations have unique characteristics that must be considered in developing research strategies. Recent attempts at evolving a general theory of service organizations are reviewed, and it is suggested that these conceptual models provide a unifying framework for the study of SOM. Research in SOM requires a broad perspective that includes the customer and the interactions with other functional areas. It requires an integration of conventional production concepts with behavioral and marketing considerations.     

Online customer experience in e-retailing: implications for web entrepreneurship

Providing consumers with unique experiences and immersing them in original contexts are the goals of web entrepreneurs. Researchers and web entrepreneurs have expressed a particular interest in the online customer experience, agreeing on its importance in creating satisfaction, revisiting intention, e-trust and e-loyalty. This paper explores customer experience in the online retail context. The online customer experience is central in forming customers’ perceptions of expectations of online retailers because this experience is highly personal. However, empirical research on the online customer experience remains scarce. The objectives of this unique study are twofold. The first is to compare the effect of online customer experience on the responses of Romanian and Tunisian customers. The comparative analysis is based on two dimensions of the online customer experience assessment tool. These dimensions are cognitive experiential state (flow) and affective experiential state. The second objective is to examine the contribution of each of these two dimensions in explaining overall perceived value, e-satisfaction, e-trust and repurchase intention in the online context, as well as their effects on web entrepreneurial initiatives. The findings reveal the impact of cultural influences on the constructs embedded in the research framework. The implications for practice relate to the increasing importance of online customer experience in tailoring online marketing campaigns. The implications for web entrepreneurship are clearly emphasised by the pathways from online customer experience to entrepreneurial initiatives. These pathways capture the value of customer-generated content in designing innovative business models.

     

The impact of employee satisfaction on quality and profitability in high-contact service industries

The extant operations management literature has extensively investigated the associations among quality, customer satisfaction, and firm profitability. However, the influence of employee attributes on these performance dimensions has rarely been examined. In this study we investigate the impact of employee satisfaction on operational performance in high-contact service industries. Based on an empirical study of 206 service shops in Hong Kong, we examined the hypothesized relationships among employee satisfaction, service quality, customer satisfaction, and firm profitability. Using structural equations modeling, we found that employee satisfaction is significantly related to service quality and to customer satisfaction, while the latter in turn influences firm profitability. We also found that firm profitability has a moderate non-recursive effect on employee satisfaction, leading to a “satisfaction–quality–profit cycle”. Our empirical investigation suggests that employee satisfaction is an important consideration for operations managers to boost service quality and customer satisfaction. We provide empirical evidence that employee satisfaction plays a significant role in enhancing the operational performance of organizations in the high-contact service sector.     

网络零售业服务补救效果的实证研究

本文探讨网络零售业中,服务补救如何通过感知公平的不同维度对顾客补救后满意度和行为意向产生作用。以前人研究的理论成果为基础,本文建立了感知公平、补救满意度、重购意向、口碑传播之间的关系模型,通过问卷调查法获取数据,采用结构方程对假设进行了验证。本研究表明,感知公平的三个维度对顾客满意都有正向影响,而感知程序公平对顾客的重购意向和口碑传播有显著的正向影响。     

The antecedents of employee commitment to customer service: evidence from a UK

This paper provides a first attempt at conceptualizing and operationalizing the notion of commitment to customer service (CCS) as part of a broader concern to explore the determinants of key aspects of service quality and of individual-level performance in service organizations. Based on an explicitly behavioral definition of commitment to customer service, we first set out a model of the antecedents of CCS. We then test it using data from a representative sample of 717 employees of a major food-retailing organization in the UK. The results suggest that commitment to customer service is primarily a non-calculative phenomenon driven above all by affective. normative altruistic concerns, rather than by overtly instrumental considerations. Additional significant determinants of CCS were job pressure, job routinization. job competence and employees' understanding of customer service requirements. Research and policy implications of the study are discussed.     

Analyzing the impact of service provider empowerment on perceptions of service quality inside an organization

The purpose of the project was to analyze the perceptual linkages between empowerment and employees' perceptions of the service quality that they are able to provide for the organization. The service quality and empowerment literature are reviewed and connected in order to establish propositions about the relationship. The service quality literature also suggests that several other variables may influence service quality, and these are included in the investigation. A survey was administered to individuals employed in customer service positions in a catalog operation of a large retailer located in a major western city. The results suggest that the perceptual linkage between empowerment of individuals and the service quality that the service providers were able to deliver had a strong positive relationship in this organization. The empowerment components competence and impact were significantly associated with perceived service quality in separate multivariate regression analyses. In addition, the construct intrinsic rewards for quality service was highly associated with perceptions of service quality. Also, the extent to which service providers believe members of the organization value exceptional customer service (i.e., a service quality culture exists in the firm) had a strong, positive relationship with perceptions of service quality.     

Toward an integrative approach to designing service experiences: Lessons learned from the theatre

A critical element in designing a new service and ultimately achieving customer delight and loyalty, particularly for competitive services where the customer–service provider interface is high, deals with the delivery of memorable personal experience. Since many such services rely on attributes of theatre-like performance, this research examines the process by which theatre plays are chosen, designed and developed with the objective of better understanding how performance excellence is realized. Theatre plays were chosen as a basis for study because of their long history of mastering the critical elements of performance staging and the reputation for opening on time at near peak performance levels. Using a case-based, qualitative research approach, the theatre play process is described, implications are extracted and a corresponding management process model is presented. Research and management implications for new service design and service delivery excellence are suggested.     

电力客户服务网站建设之浅谈

文章介绍建设统一、规范电力客户服务网站的必要性、可行性,并阐述了电力客户服务网站建设的现状以及建设、发展的方向。     

Industrial relations and the customer

This article examines the implications for industrial relations of the current enthusiasm for ‘customer care’. It does this by reviewing how the three main industrial relations actors; managers, government and trade unions, have responded to the customer service imperative and by considering some of the implications of a ‘customer focus’ for industrial relations theory.     

Customer integration within service development—A review of methods and an analysis of insitu and exsitu contributions

This article aims to contribute to a better understanding of how to integrate customers within service development by assessing different methods of obtaining use information. The article reviews and classifies methods for customer integration and it also presents a new framework that suggests four modes of customer integration in which data is classified either as insitu (data captured in a customer's use situation) or exsitu (data captured outside the use situation) and as either incontext or excontext. Context is defined as a resource constellation that is available for customers to enable value co-creation. Accordingly, incontext refers to methods in which the customer is in the actual use context and has access to various resources, while excontext refers to a situation in which the customer is outside the use context and, therefore, has no direct access to the resources.     

机票销售客户信息管理与分析子系统的分析与设计

本文从CRM的核心理念出发,根据机票销售的业务流程特征,在对用户需求进行深入挖掘的基础上,运用生命周期法和VB编程语言设计并开发了机票销售的客户信息管理与分析子系统。     

The impact of supply-side electronic integration on customer service performance

Although information technologies have been expected to directly enhance firm performance in specific value chain activities (e.g., supplier performance or customer service performance), their advanced capabilities offer the promise of organizational integration and spill-over benefits. Enterprise systems provide firms with platforms for electronically integrating their supplier and demand chain activities. Spill-over benefits refer to the impacts that occur when IT investments in one organizational domain benefit performance in a different value chain side of the firm. Supply-side electronic integration (SEI) refers to the use of electronic means to integrate the exchange of information and transactions with suppliers through enterprise systems. In our research, we examine whether SEI generates spill-over effects on customer service performance, over and beyond firms’ direct investments in customer-side digitization. We also examine whether structural attributes of the firm (e.g., vertical integration, diversification, and centralization) moderate the effects of supply-side electronic integration on customer service performance. Our analysis of a secondary dataset of InformationWeek 500 firms shows that SEI helps firms realize cost-savings in their customer service performance, especially if they are less vertically integrated. In addition, SEI investments help diversified and centralized firms achieve cross-selling with their customers. We also find that SEI is more likely to help decentralized and diversified firms achieve customization in their customer service activities. These results suggest that SEI helps firms achieve twin goals in customer service: cost reduction and revenue expansion. Overall, our research reveals how supply-side electronic integration could generate benefits in customer service performance in firms.     

Bundles of HRM practices and performance: empirical evidence from a Latin American context

This article examines the extent to which the configuration of HRM practices in bundles and the interactions among them have a significant impact on manufacturing outcomes. Using a unique data set from a survey of a representative sample of the whole Uruguayan manufacturing industry, several hypotheses related to interactions between ability–motivation–opportunity bundles of HRM practices are tested. Analysis of 150 manufacturing plants partially highlights the existence of hierarchy between bundles, being the bundle of motivation‐enhancing HRM practices the most important to explain the enhanced manufacturing outcomes. Based on this bundle of practices, synergistic interactions with both ability and opportunity bundles of HRM practices were observed to explain different performance measures.     

Outsourcing customer support: The role of provider customer focus

An increasing number of firms are outsourcing customer support to external service providers. This creates a triadic setting in which an outsourcing provider serves end customers on behalf of its clients. While outsourcing presents an opportunity to serve customers, service providers differ in their motivation and ability to fulfill customer needs. Prior research suggests that firms with a strong customer focus have an intrinsic motivation to address customer needs. We suggest that in an outsourcing context, this intrinsic motivation does not suffice. Using a Motivation–Opportunity–Ability framework, we posit that the effect of a provider's customer focus will be moderated by a set of relational, firm, and customer characteristics that affect its ability to serve end customers. We test our conceptualization among 171 outsourcing clients from the Netherlands and then validate these results among 135 Indian outsourcing providers. The findings reveal that customer-focused providers achieve higher levels of customer need fulfillment but this effect is contingent on their ability to serve end customers. In particular, customer-focused providers more effectively fulfill customer needs when clients and providers share close relational ties, when clients also have a high level of customer focus, and when end customer needs exhibit a low degree of turbulence. In addition, we find that, in turbulent markets, equipment-related services offer greater opportunity for effective customer need fulfillment than other outsourced services.     

The service climate‐firm performance chain: The role of customer retention

This study examines the role of customer retention as a mediator in the service climate–firm performance chain. Using a predictive design that involves data collected from 1,500 automotive service stores from 12,518 employees and approximately 30,000 customers, a model linking service climate (a concern for employees and customers), customer satisfaction, customer retention, and firm performance was tested. Notably, the results support the overall model and the hypothesized mediating effect of customer retention regarding the relationship between customer satisfaction and firm performance. © 2011 Wiley Periodicals, Inc.