Customer fairness perceptions in augmented reality-based online services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sonja Christ-Brendemühl ◽  
Mario Schaarschmidt
Keyword(s):  
Augmented Reality ◽  
Customer Participation ◽  
Service Research ◽  
Service Encounters ◽  
Price Fairness ◽  
Online Services ◽  
Content Type ◽  
Fairness Perceptions ◽  
Shopping Experience ◽  
Service Managers

PurposeAn increasing number of retailers is trying to stimulate customers by embedding augmented reality (AR) features such as video try-on into the online shopping experience. As such AR-based online services require customers to actively participate in the service provision, this paper aims at investigating fairness perceptions and customer responses associated with AR-enabled customer participation.Design/methodology/approachThe conceptual framework of this study is based on equity theory. To compare customer responses after an in-store service encounter as opposed to AR-enabled customer participation involving video try-on, this study contains a between-subject online experiment. The effective sample comprises N = 215 participants.FindingsThe data analysis demonstrates that AR-enabled customer participation leads to significantly lower levels of distributive, procedural and price fairness as well as lower engagement intentions than in-store service encounters. Simultaneously, participants in the video try-on scenario report higher negative word-of-mouth (WOM) intentions than in the in-store scenario.Research limitations/implicationsThe extra mile customers go when using AR-based online services is reflected in less favorable fairness evaluations.Practical implicationsService managers should design AR applications in a manner that requires minimum customer participation.Originality/valueThis study contributes to service research by linking AR-enabled customer participation to evaluations of distributive, procedural and price fairness and their outcomes. This is vital to fully exploit the potential of AR in services.

Customer delight during a crisis: understanding delight through the lens of transformative service research

2020 ◽  
Vol 32 (1) ◽  
pp. 129-141 ◽  
Author(s):  
Donald C. Barnes ◽  
Jessica Mesmer-Magnus ◽  
Lisa L. Scribner ◽  
Alexandra Krallman ◽  
Rebecca M. Guidice
Keyword(s):  
Critical Incident ◽  
Service Providers ◽  
Psychological Theory ◽  
Well Being ◽  
Service Research ◽  
Service Encounters ◽  
Need Fulfillment ◽  
Content Type ◽  
Customer Delight ◽  
Service Experiences

PurposeThe unprecedented dynamics of the COVID-19 pandemic has forced firms to re-envision the customer experience and find new ways to ensure positive service encounters. This context has underscored the reality that drivers of customer delight in a “traditional” context are not the same in a crisis context. While research has tended to identify hedonic need fulfillment as key to customer well-being and, ultimately, to invoking customer delight, the majority of studies were conducted in inherently positive contexts, which may limit generalizability to more challenging contexts. Through the combined lens of transformative service research (TSR) and psychological theory on hedonic and eudaimonic human needs, we evaluate the extent to which need fulfillment is the root of customer well-being and that meeting well-being needs ultimately promotes delight. We argue that in crisis contexts, the salience of needs shifts from hedonic to eudaimonic and the extent to which service experiences fulfill eudaimonic needs determines the experience and meaning of delight.Design/methodology/approachUtilizing the critical incident technique, this research surveyed 240 respondents who were asked to explain in detail a time they experienced customer delight during the COVID-19 pandemic. We analyzed their responses according to whether these incidents reflected the salience of hedonic versus eudaimonic need fulfillment.FindingsThe results support the notion that the salience of eudaimonic needs become more pronounced during times of crisis and that service providers are more likely to elicit perceptions of delight when they leverage meeting eudaimonic needs over the hedonic needs that are typically emphasized in traditional service encounters.Originality/valueWe discuss the implications of these findings for integrating the TSR and customer delight literatures to better understand how service experiences that meet salient needs produce customer well-being and delight. Ultimately, we find customer delight can benefit well-being across individual, collective and societal levels.

Perceived cultural distance in intercultural service encounters: does customer participation matter?

2018 ◽  
Vol 32 (5) ◽  
pp. 547-558 ◽  
Author(s):  
Tyson Ang ◽  
Ru-Shiun Liou ◽  
Shuqin Wei
Keyword(s):  
Weight Loss ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Service Providers ◽  
Cultural Distance ◽  
Customer Participation ◽  
Future Research ◽  
Service Encounters ◽  
Content Type ◽  
Perceived Cultural Distance

PurposeThis paper aims to investigate if perceived cultural distance (PCD) negatively affects service quality and customer satisfaction through customers’ social judgements of the service providers’ warmth and competence in intercultural service encounters (ICSE), and if this negative effect can be mitigated through customer participation (CP).Design/methodology/approachA 2 × 2 between-subjects experimental design with an online consumer panel was conducted using a series of intercultural service encounter scenarios (in the weight loss service context) to manipulate CP (high vs low) and pictures of service providers to induce PCD (high vs low).FindingsAs hypothesized, in the context of ICSE, PCD negatively impacts customers’ social judgements of the service providers’ warmth and competence, which in turn influence service quality and customer satisfaction. However, the negative impact of PCD is alleviated when the level of CP is high.Research limitations/implicationsUsing a single service context (weight loss services) may restrict the generalizability of findings. Future research may explore other service contexts.Practical implicationsTo improve customers’ experience, managers in service firms with multicultural customers may create more engagement opportunities by designing the service delivery process in ways in which more CP and involvement is allowed.Originality/valueThis research is among the first to highlight the importance of consumers’ social judgements about culturally dissimilar service providers, which at baseline come with disadvantages but that can be altered through marketing actions (e.g. enhanced CP).

Netnography as a tool for understanding customers: implications for service research and practice

2018 ◽  
Vol 32 (6) ◽  
pp. 657-679 ◽  
Author(s):  
Kristina Heinonen ◽  
Gustav Medberg
Keyword(s):  
Systematic Review ◽  
Support Service ◽  
Service Research ◽  
Environmental Scanning ◽  
Service Firms ◽  
Online Data ◽  
Content Type ◽  
Customer Information ◽  
Service Managers ◽  
High Quality Service

Purpose Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences and behaviors can be retrieved from a variety of online platforms. Online customer information creates new opportunities to design personalized and high-quality service. This paper aims to review how netnography as a method can help service researchers and practitioners to better use such data. Design/methodology/approach A systematic review and analysis were conducted on 321 netnography studies published in marketing journals between 1997 and 2017. Findings The systematic review reveals that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical and methodological recommendations for future netnographic service research are presented. Research limitations/implications This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research. Practical implications Netnographic research can help service firms with, for example, service innovation, advertising and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool. Originality/value Netnography has seen limited use in service research despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of the method and aims to stimulate interesting future netnographic service research.

scholarly journals Augmented reality in retail: a systematic review of research foci and future research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ruofei Chen ◽  
Patsy Perry ◽  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Augmented Reality ◽  
Conceptual Framework ◽  
Technology Acceptance ◽  
Research Agenda ◽  
Value Theory ◽  
Future Research ◽  
Content Type ◽  
User Experience Design ◽  
Future Research Agenda ◽  
Shopping Experience

PurposeThis paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.Design/methodology/approachThematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.FindingsThree major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.Originality/valueThis is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.

Implementing effective customer participation for hedonic and utilitarian services

2019 ◽  
Vol 33 (3) ◽  
pp. 316-330 ◽  
Author(s):  
Kristina Blinda ◽  
Oliver Schnittka ◽  
Henrik Sattler ◽  
Jan-Frederik Gräve
Keyword(s):  
Consumer Preferences ◽  
Empirical Studies ◽  
Moderating Effect ◽  
Customer Participation ◽  
Content Type ◽  
Service Type ◽  
Participation Process ◽  
New Perspective ◽  
Experimental Findings ◽  
Service Managers

Purpose A distinct view of customer participation in services classifies the characteristics of the participation process as experience- versus outcome-oriented, each of which affects customer participation success uniquely for different types of services (utilitarian vs hedonic). This study aims to investigate if service managers should differentiate and focus on distinct characteristics according to the service types. Design/methodology/approach Two consumer experiments serve to assess the potential moderating effect of service type on consumer preferences for experience- versus outcome-oriented forms of customer participation. Findings The two empirical studies affirm the proposed moderating effect of service type on the effect of experience- and outcome-oriented customer participation characteristics. Experience-oriented characteristics work better for hedonic than for utilitarian services, and one study confirms a stronger positive effect of outcome-oriented characteristics for utilitarian services. Research implications Further research should replicate the experimental findings with a field study. Furthermore, continued research could analyze the mediators of the interaction of co-production characteristics with the service type in greater detail. Practical implications Managers can design the characteristics of the customer participation processes according to the nature of the service (hedonic vs utilitarian) and, thus, maximize customers’ willingness to pay. Originality/value This study offers a new perspective on customers’ reactions to customer participation in services: depending on the service type or situation in which a service is being consumed, different customer participation characteristics lead to (financial) success.

scholarly journals Role of personal cultural orientations in intercultural service encounters

2016 ◽  
Vol 30 (2) ◽  
pp. 223-237 ◽  
Author(s):  
Piyush Sharma ◽  
Zhan Wu ◽  
Yong Su
Keyword(s):  
Experimental Design ◽  
Service Quality ◽  
Cultural Differences ◽  
Cultural Distance ◽  
Service Encounters ◽  
Content Type ◽  
Cultural Orientations ◽  
Perceived Cultural Distance ◽  
Service Managers

Purpose The purpose of this paper is to address a long-standing gap in current research on intercultural service encounters, by exploring the direct and indirect roles of four personal cultural orientations (PCOs) [independence, interdependence (INT), risk aversion (RSK) and ambiguity intolerance (AMB)]. Design/methodology/approach A 2 × 2 between-subjects experimental design with customers in two countries (Australia and China) using scenarios to manipulate service outcome (failure or success) and photos of foreigners as customer or employee to prime perceived cultural distance (PCD). Findings Customers with higher (vs lower) independence perceive greater interaction comfort, service quality and satisfaction (SAT) and are affected to a lesser extent by PCD and service outcome, but those with higher (vs lower) RSK or AMB perceive lower interaction comfort, service quality and SAT and are affected more strongly by PCD and service outcome. Research limitations/implications The authors used an “experimental” design with “imaginary” service scenarios to collect data in “two” countries using “four” PCOs for greater control in this paper, but all of these choices may restrict the generalizability of the findings. Practical implications Service managers need to look beyond visible cultural differences, such as ethnicity, nationality and language, and focus more on the invisible cultural differences in customs, values and norms, as reflected by the four PCOs in this paper. Originality/value The authors extend prior research on intercultural service encounters by exploring the moderating effects of PCOs on the influence of service outcome and PCD on interaction comfort, service quality and SAT.

scholarly journals Enhancing online rapport experience via augmented reality

2019 ◽  
Vol 33 (7) ◽  
pp. 851-865
Author(s):  
Tseng-Lung Huang ◽  
Shane Mathews ◽  
Cindy Yunhsin Chou
Keyword(s):  
Augmented Reality ◽  
Online Shopping ◽  
Body Surveillance ◽  
Content Type ◽  
Authentic Self ◽  
Self Evaluation ◽  
Shopping Experience ◽  
Fashion Consciousness ◽  
Promotional Strategies ◽  
Study Designs

Purpose The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness. Design/methodology/approach Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software. Findings The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience. Research limitations/implications This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will. Practical implications Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products. Originality/value Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.

scholarly journals Editorial: service research in the new (post-COVID) marketplace

2020 ◽  
Vol 34 (5) ◽  
pp. I-V
Author(s):  
Mark Scott Rosenbaum ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Interaction ◽  
Service Providers ◽  
Organizational Structures ◽  
Services Marketing ◽  
Service Industries ◽  
Service Research ◽  
Service Encounters ◽  
Content Type ◽  
Global Perspectives ◽  
Personal Reflections

Purpose The aim of this paper is to encourage service researchers to consider the long-term or permanent impact of the coronavirus-2019 (COVID-19) on services, service delivery, organizational structures, service providers and service systems from global perspectives. Design/methodology/approach This editorial is based on the personal reflections of the Journal of Services Marketing editors. Findings The services marketing discipline emerged in a time when customers and employees were encouraged to engage in social interaction and to form relationships, as many service encounters were deemed as social encounters. COVID-19 has impacted the ability of customers and employees to freely engage in social interaction, and as a result, we need to consider the steadfastness of our foundational theories and conceptual models in the “new” marketplace. Research limitations/implications The editors put forth a series of sixteen research questions that warrant future empirical and descriptive research. Practical implications Managers can understand how COVID-19 will profoundly impact dramatic changes in the marketplace and prepare for them. Originality/value This study suggests that our theoretical and practical understandings of service industries has been significantly impacted by COVID-19.

Customer participation and well-being: the roles of service experience, customer empowerment and social support

2020 ◽  
Vol 30 (6) ◽  
pp. 557-584
Author(s):  
Lishan Xie ◽  
Dongmei Li ◽  
Hean Tat Keh
Keyword(s):  
Social Support ◽  
Social Network ◽  
Well Being ◽  
Customer Participation ◽  
Service Research ◽  
Service Experience ◽  
Content Type ◽  
Customer Empowerment ◽  
Tourism Service ◽  
The Relationship

PurposeThis research aims to contribute to the transformative service research (TSR) literature by examining how customer participation in the service process influences their service experience and eudaimonic well-being, as moderated by customer empowerment and social support.Design/methodology/approachIn the contexts of wedding (n = 623) and tourism services (n = 520), two surveys were conducted to test the hypotheses using mediation and moderation analyses.FindingsCustomer participation had a positive effect on their well-being, as mediated by service experience. These effects were moderated by customer empowerment and social support. Specifically, customer empowerment negatively moderated the relationship between customer participation and their service experience for both services. In addition, the moderating effect of social support on the relationship between customer participation and service experience was positive for the wedding service but negative for the tourism service.Practical implicationsThe findings imply that firms should encourage customer participation to enhance their service experience and well-being. In addition, the firm could judiciously empower customers by adapting to the level of customer participation. Furthermore, depending on the complexity of the service required to produce the expected service outcomes, the firm may encourage the customers to engage their social network for support.Originality/valueThis research uses the service ecosystem perspective to examine the roles of the customer, the firm and the customer's social network in shaping their service experience and well-being for two common and important mental stimulus services, enriching the authors’ understanding on the role mental stimulus services play in enhancing consumers' eudaimonic well-being.

Service conversation: advisory, relational and transformative approaches

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ahir Gopaldas ◽  
Marina Carnevale ◽  
Richard Kedzior ◽  
Anton Siebert
Keyword(s):  
Service Providers ◽  
Well Being ◽  
Expert Advice ◽  
Service Research ◽  
Service Encounters ◽  
Content Type ◽  
Personal Coaching ◽  
Asking Questions ◽  
Transformative Approach ◽  
Customer Outcomes

Purpose The marketing literature on service conversation in dyadic services has elaborated two approaches. An advisory approach involves providers giving customers expert advice on how to advance difficult projects. By contrast, a relational approach involves providers exchanging social support with customers to develop commercial friendships. Inspired by the transformative turn in service research, this study aims to develop a third approach, one that helps customers to cultivate their own agency, potential and well-being. Design/methodology/approach The emergent model of service conversation is based on in-depth interviews with providers and clients of mental health services, including psychological counseling, psychotherapy and personal coaching. Findings A transformative approach to service conversation involves the iterative application of a complementary pair of conversational practices: seeding microtransformations by asking questions to inspire new ways of thinking, feeling and acting; and nurturing microtransformations via non-evaluative listening to affirm customers’ explorations of new possibilities. This pair of practices immediately elevates customers’ sense of psychological freedom, which, in turn, enables their process of self-transformation, one microtransformation at a time. Practical implications This study offers dyadic service providers a conceptual framework of advisory, relational and transformative approaches to service conversation for instrumental, communal and developmental service encounters, respectively. This framework can help dyadic service providers to conduct more collaborative, flexible and productive conversations with their customers. Originality/value Three approaches to service conversation – advisory, relational and transformative – are conceptually distinguished in terms of their overall aims, provider practices, customer experiences, customer outcomes, allocations of airtime, designations of expertise, application contexts, prototypical examples and blind spots.

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