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Psychological comfort in service relationships: A mixed-method approach
Affiliation:1. Institute of Management, Nirma University, Gujarat, India;2. Chandigarh University, Punjab, India;3. Som-Lalit Institute of Management Studies, Gujarat, India;1. Stephen F. Austin State University, United States;2. University of Kentucky, United States;3. The Pennsylvania State University Abington, United States;1. IQS School of Management, Universitat Ramon Llull, Via Augusta, 390, 08017, Barcelona, Spain;2. Tecnológico de Monterrey, Avenida General Ramón Corona 2514, Nuevo México, 45138, Zapopan, JAL, Mexico;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Instituto Multidisciplinar de Empresa, University of Salamanca, Campus Unamuno. Edificio FES, 37007, Salamanca, Spain;2. Instituto Multidisciplinar de Empresa, Universidad Laica Eloy Alfaro de Manabí, Av. Circunvalacion, Manta, Ecuador;3. Instituto Multidisciplinar de Empres, University of Sao Paulo, Brazil;4. Instituto Multidisciplinar de Empresa University of Salamanca, Spain;1. Operation Management Group, Indian Institute of Management Ranchi, Ranchi, Jharkhand, India;2. Operation Management Group, Indian Institute of Management Calcutta, Kolkata, West Bengal, India;3. Trinity Business School, Trinity College Dublin, Ireland
Abstract:Psychological comfort reflects the customer's peace of mind and a sense of ease during a service encounter that helps in maintaining strong relationships. However, the role of psychological comfort (PC) in retail service relationships is not fully explored. To fill this research gap, this study presents a unique conceptual model grounded in the stimulus organism response (S–O-R) framework to empirically explore the stimulating effect of customer experience on psychological comfort (PC), which influences relationships quality and customer retention as the response. To evaluate the model a quantitative survey was administered on 432 bank customers followed by in depth interviews of 10 bank employees. It was found that customer experience stimulates customer's PC that leads to relationship quality and retention as the response. It was also found that relationship duration influences the customer experience-PC relationship. The theoretical and managerial implications of the findings are discussed.
Keywords:Customer experience  Psychological comfort  Relationship quality  Relationship duration  Stimulus organism response (S–O-R)  Retail financial services
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