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The road to customer loyalty paved with service customization

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  • Bock, Dora E.
  • Mangus, Stephanie M.
  • Folse, Judith Anne Garretson

Abstract

Previous research reveals that frontline employees can engage in two types of service customization, one that includes customizing offerings, referred to as “service offering adaptation,” and another that includes customizing interpersonal behavior, referred to as “interpersonal adaptive behavior.” While research indicates that both types of service customization are important to building customer relationships, limited research has simultaneously examined both aspects and the mechanisms accounting for their effects. Drawing from cognitive appraisal, emotion, and relationship marketing theory, this research offers a conceptual model that delineates emotions as explanatory mechanisms of service customization. The results indicate that emotions, particularly gratitude, can account for customization's positive effect on trust and subsequently loyalty. These findings offer implications for theory and marketing managers, as well as reveal fruitful avenues for future research.

Suggested Citation

  • Bock, Dora E. & Mangus, Stephanie M. & Folse, Judith Anne Garretson, 2016. "The road to customer loyalty paved with service customization," Journal of Business Research, Elsevier, vol. 69(10), pages 3923-3932.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:10:p:3923-3932
    DOI: 10.1016/j.jbusres.2016.06.002
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    References listed on IDEAS

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    Cited by:

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    3. Gloor, Peter & Fronzetti Colladon, Andrea & Giacomelli, Gianni & Saran, Tejasvita & Grippa, Francesca, 2017. "The impact of virtual mirroring on customer satisfaction," Journal of Business Research, Elsevier, vol. 75(C), pages 67-76.
    4. Chao Miao & Michael J. Barone & Shanshan Qian & Ronald H. Humphrey, 2019. "Emotional intelligence and service quality: a meta-analysis with initial evidence on cross-cultural factors and future research directions," Marketing Letters, Springer, vol. 30(3), pages 335-347, December.
    5. Riegger, Anne-Sophie & Klein, Jan F. & Merfeld, Katrin & Henkel, Sven, 2021. "Technology-enabled personalization in retail stores: Understanding drivers and barriers," Journal of Business Research, Elsevier, vol. 123(C), pages 140-155.
    6. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Bezerra, George C.L. & Gomes, Carlos F., 2020. "Antecedents and consequences of passenger satisfaction with the airport," Journal of Air Transport Management, Elsevier, vol. 83(C).
    8. Scholdra, Thomas P. & Wichmann, Julian R.K. & Reinartz, Werner J., 2023. "Reimagining personalization in the physical store," Journal of Retailing, Elsevier, vol. 99(4), pages 563-579.
    9. Dung Phuong Hoang & Thi Hong Hai Nguyen & Nham Linh Vuong & Dat Luong, 2023. "Linking psychological needs, perceived financial well-being and loyalty: the role of commercial banks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 466-487, September.
    10. Riegger, Anne-Sophie & Merfeld, Katrin & Klein, Jan F. & Henkel, Sven, 2022. "Technology-enabled personalization: Impact of smart technology choice on consumer shopping behavior," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    11. Marta Dapena-Baron & Thomas W. Gruen & Lin Guo, 2020. "Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 355-375, May.

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