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Re-examining encounter intensity's conceptualisation, measurement and role

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  • Nabil Ghantous

Abstract

This paper contributes to previous research on encounter intensity in services in two ways. First, it offers a precise conceptualisation and measure of the construct while at the same time reflecting its complexity and multifaceted nature. Second, it sheds a new light on encounter intensity's role as an antecedent to customer satisfaction by introducing the mediation of the services brand in this relationship. The paper builds on a qualitative study, using customers' introspections, and survey data from retailing customers ( N =1188) analysed with structural equation modelling. These studies lead to a definition as well as a parsimonious and reliable measure of interaction intensity in terms of the frequency of customer-employees exchanges, their diversity, their importance for the customer and his or her interest in the interaction. The data also support that encounter intensity exerts a strong influence on cumulative satisfaction through the mediation of services brand credibility.

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  • Nabil Ghantous, 2015. "Re-examining encounter intensity's conceptualisation, measurement and role," The Service Industries Journal, Taylor & Francis Journals, vol. 35(5), pages 237-254, March.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:5:p:237-254
    DOI: 10.1080/02642069.2015.1002479
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    References listed on IDEAS

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    Cited by:

    1. Jake An & Diem Khac Xuan Do & Liem Viet Ngo & Tran Ha Minh Quan, 2019. "Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 157-175, March.

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