IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i10p3923-3932.html
   My bibliography  Save this article

The road to customer loyalty paved with service customization

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316304350
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.06.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bougie, J.R.G. & Pieters, R. & Zeelenberg, M., 2003. "Angry customers don't come back, they get back : The experience and behavioral implications of anger and dissatisfaction in services," Other publications TiSEM 1708fb71-fd68-41d9-b870-e, Tilburg University, School of Economics and Management.
    2. Rapp, Adam & Baker, Thomas L. & Bachrach, Daniel G. & Ogilvie, Jessica & Beitelspacher, Lauren Skinner, 2015. "Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance," Journal of Retailing, Elsevier, vol. 91(2), pages 358-369.
    3. Gelbrich, Katja, 2011. "I Have Paid Less Than You! The Emotional and Behavioral Consequences of Advantaged Price Inequality," Journal of Retailing, Elsevier, vol. 87(2), pages 207-224.
    4. Pham, Michel Tuan, 1998. "Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 144-159, September.
    5. Netemeyer, Richard G & Burton, Scot & Lichtenstein, Donald R, 1995. "Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 612-626, March.
    6. Arnold, Mark J. & Reynolds, Kristy E. & Ponder, Nicole & Lueg, Jason E., 2005. "Customer delight in a retail context: investigating delightful and terrible shopping experiences," Journal of Business Research, Elsevier, vol. 58(8), pages 1132-1145, August.
    7. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. Alnawas, Ibrahim & Al Khateeb, Amr & El Hedhli, Kamel, 2023. "The effects of app-related factors on app stickiness: The role of cognitive and emotional app relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. 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.
    4. 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.
    5. 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).
    6. 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.
    7. 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.
    8. 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).
    9. Lucrezia Maria Cosmo & Luigi Piper & Antonio Mileti & Gianluigi Guido, 2023. "The influence of negative travel-related experience on tourist’s brand loyalty," Italian Journal of Marketing, Springer, vol. 2023(3), pages 351-368, September.
    10. 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.
    11. 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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liao, Shuling & Chou, Cindy Yunhsin & Lin, Tzu-Han, 2015. "Adverse behavioral and relational consequences of service innovation failure," Journal of Business Research, Elsevier, vol. 68(4), pages 834-839.
    2. Krist Swimberghe & Dheeraj Sharma & Laura Flurry, 2011. "Does a Consumer’s Religion Really Matter in the Buyer–Seller Dyad? An Empirical Study Examining the Relationship Between Consumer Religious Commitment, Christian Conservatism and the Ethical Judgment ," Journal of Business Ethics, Springer, vol. 102(4), pages 581-598, September.
    3. Faullant, Rita & Matzler, Kurt & Mooradian, Todd A., 2011. "Personality, basic emotions, and satisfaction: Primary emotions in the mountaineering experience," Tourism Management, Elsevier, vol. 32(6), pages 1423-1430.
    4. Krist Swimberghe & Laura Flurry & Janna Parker, 2011. "Consumer Religiosity: Consequences for Consumer Activism in the United States," Journal of Business Ethics, Springer, vol. 103(3), pages 453-467, October.
    5. Yanwei Chen & Xiaojun Liu & Kaiqing Huang & Huajun Tang, 2022. "Pricing and Service Effort Decisions of Book Dual-Channel Supply Chains with Showrooming Effect Based on Cost-Sharing Contracts," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    6. Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    7. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    8. Li, Wenjing & Hardesty, David M. & Craig, Adam W. & Song, Lei, 2022. "Hidden price promotions: Could retailer price promotions backfire?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Ruvio, Ayalla A. & Shoham, Aviv, 2016. "Consumer arrogance: Scale development and validation," Journal of Business Research, Elsevier, vol. 69(10), pages 3989-3997.
    10. Sembada, Agung Y. & Koay, Kian Yeik, 2021. "How perceived behavioral control affects trust to purchase in social media stores," Journal of Business Research, Elsevier, vol. 130(C), pages 574-582.
    11. Li, Tao & Chen, Yun, 2017. "The destructive power of money and vanity in deviant tourist behavior," Tourism Management, Elsevier, vol. 61(C), pages 152-160.
    12. Tuan Pham, Michel & Meyvis, Tom & Zhou, Rongrong, 2001. "Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 84(2), pages 226-253, March.
    13. Kalamas, Maria & Laroche, Michel & Makdessian, Lucy, 2008. "Reaching the boiling point: Consumers' negative affective reactions to firm-attributed service failures," Journal of Business Research, Elsevier, vol. 61(8), pages 813-824, August.
    14. Heyes, Anthony & Kapur, Sandeep, 2012. "Angry customers, e-word-of-mouth and incentives for quality provision," Journal of Economic Behavior & Organization, Elsevier, vol. 84(3), pages 813-828.
    15. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    16. Wei Zheng & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Landscape and Unique Fascination: A Dual-Case Study on the Antecedents of Tourist Pro-Environmental Behavioral Intentions," Land, MDPI, vol. 11(4), pages 1-20, March.
    17. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    18. Michael G. Luchs & Minu Kumar, 2017. "“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes?," Journal of Business Ethics, Springer, vol. 140(3), pages 567-584, February.
    19. Raju, Sekar & Rajagopal, Priyali & Murdock, Mitchel R., 2021. "The moderating effects of prior trust on consumer responses to firm failures," Journal of Business Research, Elsevier, vol. 122(C), pages 24-37.
    20. M. Geuens & D. Vantomme & G. Goessaert & B. Weijters, 2003. "Assessing the impact of offline URL advertising," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/163, Ghent University, Faculty of Economics and Business Administration.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:69:y:2016:i:10:p:3923-3932. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.