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

안진우|Taeseok Rho
한국마케팅과학회 (Korean Scholars of Marketing Science)|2021.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제31권 제1호|pp. 94-120|DOI https://doi.org/10.1080/21639159.2020.1808806

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참고문헌

키워드

service quality服务质量Customer participationservice marketingrelationship life cycleencounter satisfaction客户参与生命周期的关系遇到的满足感服务营销
주제분류경영학

초록

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.

Abstract

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.

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