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Spotlight on customization: An analysis of necessity and sufficiency in services

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  • Leischnig, Alexander
  • Kasper-Brauer, Kati
  • Thornton, Sabrina C.

Abstract

This study aims to advance the service management literature by further illuminating the relationships between service employees' adaptive behaviors and customer satisfaction. Using data from a survey of 349 customers of an insurance company, this study employs fuzzy-set Qualitative Comparative Analysis to examine how distinct levels of service-offering adaptive behavior and interpersonal adaptive behavior relate to customer satisfaction. The results show that interpersonal adaptive behavior is a necessary condition or, in other words, a prerequisite for high customer satisfaction. In addition, the results show that a high level of service-offering adaptive behavior is a sufficient condition or, in other words, a guarantee for high customer satisfaction. These findings improve the understanding of the explicit connections between customization approaches and satisfaction in services and help guide service managers in developing effective and efficient service designs.

Suggested Citation

  • Leischnig, Alexander & Kasper-Brauer, Kati & Thornton, Sabrina C., 2018. "Spotlight on customization: An analysis of necessity and sufficiency in services," Journal of Business Research, Elsevier, vol. 89(C), pages 385-390.
    • Handle: RePEc:eee:jbrese:v:89:y:2018:i:c:p:385-390
    DOI: 10.1016/j.jbusres.2017.12.038
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    References listed on IDEAS

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    Cited by:

    1. Leischnig, Alexander & Kasper-Brauer, Kati & Thornton, Sabrina C., 2020. "Configuring effective client-adviser interactions," Journal of Business Research, Elsevier, vol. 115(C), pages 234-240.
    2. Lin, Shunzhi & Lin, Jiabao, 2023. "How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    3. Chong Guan & Yu-Chen Hung & Wenting Liu, 2022. "Cultural differences in hospitality service evaluations: mining insights of user generated content," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1061-1081, September.
    4. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "Understanding the factors affecting consumers’ behaviour when purchasing refurbished products: A chaordic perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Christian Eckert & Christof Neunsinger & Katrin Osterrieder, 2022. "Managing customer satisfaction: digital applications for insurance companies," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 47(3), pages 569-602, July.
    6. Weidig, Jakob & Weippert, Marco & Kuehnl, Christina, 2024. "Personalized touchpoints and customer experience: A conceptual synthesis," Journal of Business Research, Elsevier, vol. 177(C).
    7. Eric Irakoze & Kashosi Gad David, 2019. "Linking Motivation to Employees’ Performance: the Mediation of Commitment and Moderation of Delegation Authority," International Business Research, Canadian Center of Science and Education, vol. 12(9), pages 13-28, September.

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