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.

Customer deference to service providers in ordinary service encounters

2019 ◽  
Vol 29 (2) ◽  
pp. 189-212 ◽  
Author(s):  
Apiradee Wongkitrungrueng ◽  
Krittinee Nuttavuthisit ◽  
Teodora Szabo-Douat ◽  
Sankar Sen
Keyword(s):  
Critical Incident ◽  
Service Providers ◽  
Well Being ◽  
Physical Distance ◽  
Service Encounters ◽  
Related Factors ◽  
Content Type ◽  
Cultural Norm ◽  
Kreng Jai

Purpose The purpose of this paper is to explore the nature of customer deference to service providers in service encounters, and articulate its chief antecedents, experiences and consequences. Design/methodology/approach Data were collected in Thailand, using critical incident technique. A total of 253 subjects share their experiences of being “deferential” (i.e. “kreng-jai” in Thailand) during everyday service encounters. Findings The findings indicate that in cultures in which the cultural norm (i.e. kreng-jai) is to be considerate of others, customers often become deferential of the service provider during service encounters, especially when customers perceive that the service provider’s well-being is compromised. However, customer deference involves aversive feelings which lead customers to devise coping strategies and avoid future contact with a company. Research limitations/implications Using a specific cultural norm, the findings challenge prior finding that people from collectivist culture are more likely to tolerate and be satisfied with service encounters, and document the role of previously unexamined customer-related factors in driving satisfaction in ordinary service encounters. Practical implications The findings recommend service providers to preempt customers’ deference by establishing and communicating the role and acceptable behaviors, managing physical distance with customers, and monitoring customer non-verbal behavior and facial expressions to detect the customers’ true feelings. Originality/value No prior research has comprehensively examined the phenomenon whereby consumers seek to benefit service providers at the expense of their own well-being. This study demonstrates that customer deference degrades customer satisfaction even in ordinary service encounters.

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.

Defective co-creation

2015 ◽  
Vol 49 (1/2) ◽  
pp. 238-261 ◽  
Author(s):  
Dominique A. Greer
Keyword(s):  
Critical Incident ◽  
Consumer Behaviour ◽  
Service Providers ◽  
Professional Services ◽  
Professional Service ◽  
Service Encounters ◽  
Service Dominant Logic ◽  
Content Type ◽  
Dominant Logic ◽  
Depth Interviews

Purpose – This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service encounters. In practice, however, dysfunctional consumer behaviour can obstruct value co-creation. Extant research has not yet investigated consumers’ defective co-creation behaviour in highly relational services, such as professional services, that are heavily reliant on co-creation. Design/methodology/approach – To investigate defective co-creation in professional services, 164 critical incidents were collected from 38 health-care and financial service providers using the critical incident technique within semi-structured, in-depth interviews. Thematic coding was used to identify emergent themes and patterns of consumer behaviour. Findings – Thematic coding resulted in a comprehensive typology of consumers’ defective co-creation behaviour that both confirms the prevalence of previously identified dysfunctional behaviours (e.g. verbal abuse and physical aggression) and identifies two new forms of consumer misbehaviour: underparticipation and overparticipation. Further, these behaviours can vary, escalate and co-occur during service encounters. Originality/value – Both underparticipation and overparticipation are newly identified forms of defective co-creation that need to be examined within the broader framework of service-dominant logic (SDL).

scholarly journals Introducing the transformative service mediator: value creation with vulnerable consumers

2019 ◽  
Vol 33 (1) ◽  
pp. 5-15 ◽  
Author(s):  
Raechel Johns ◽  
Janet Davey
Keyword(s):  
Service Providers ◽  
Care Service ◽  
Well Being ◽  
Service Research ◽  
Future Research ◽  
Content Type ◽  
Structure And Agency ◽  
Future Research Agenda ◽  
Vulnerable Consumers

Purpose The purpose of this study is to identify the role of mediators in supporting value co-creation for vulnerable consumers in a service context. The authors propose that in transformative services, the roles of actor mediators facilitate control and empowerment for the vulnerable consumer – labelling these transformative service mediators (TSMs). Design/methodology/approach The authors develop a theoretical framework for the activities of mediators in value co-creation considering the interrelationships of vulnerability, structure and agency. The authors then use Prahalad and Ramaswamy’s DART (Dialogue, Access, Risk Assessment and Transparency) model as the integrating framework to describe the TSM roles in the context of the foster care service ecosystem. Findings The authors introduce a future research agenda regarding TSM roles in transformational service experiences and value co-creation with vulnerable consumers. Service researchers and providers are encouraged to explore effective training and motivation of TSMs. Research limitations/implications Understanding value co-creation for vulnerable consumers is an emerging area in service research. The TSM concept introduces a new approach to explore how value co-creation and transformative outcomes can be enhanced in service contexts where consumers experience vulnerability. Practical implications This paper presents an agenda for future research. The outcomes of future research based on TSM roles may help guide service providers in identifying opportunities for enhancing well-being and reducing vulnerability in service delivery. Originality/value This paper suggests that exploring the role of TSMs in the service process offers new insights into reducing vulnerability in service relationships.

Building homes and hopes: the transformative service of YouthBuild Las Vegas

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kimberly Nehls
Keyword(s):  
High School ◽  
Low Income ◽  
Service Providers ◽  
Las Vegas ◽  
Funds Of Knowledge ◽  
High School Dropouts ◽  
Well Being ◽  
Service Research ◽  
School Dropouts ◽  
Content Type

Purpose YouthBuild programs are uniquely designed to address the status of unemployed and uneducated young men and women who are disconnected from work and education. This study, on YouthBuild Las Vegas (YBLV), aims to fill the call for more research on transformative service research, specifically related to education, poverty and well-being. The program educates “opportunity youth” in construction skills while also encouraging progression toward a GED/HiSet or high school diploma. Service providers can better understand how to increase and support reconnection and well-being, especially among low-income individuals in communities with great needs for support services. Design/methodology/approach This yearlong qualitative research study intended to better understand transformative service within the context of former high school dropouts previously without a path to a productive future. YBLV was an ideal single-site case study because it was bound by space, people, organization and time. The study followed one YBLV class from admission through graduation; the qualitative work with the organization started prior to the students’ enrollment and continued after the students graduated. Primary data collections were interviews and observations. Additional data collection occurred in the forms of written documents, as well as photos and videos. Findings YBLV succeeded because of service providers’ attention to the funds of knowledge of the student population and adapting the format and structure of programs to adult learners, developing mentors for consumers and acknowledging the context and layers of knowledge that consumers brought to the program. The students were able to experience reconnection and increased well-being because of the service providers’ impact throughout the program. Research limitations/implications Transformative service research (TSR) research has focused on areas as diverse as health care and homelessness, whereas the lens of funds of knowledge has primarily been applied within educational settings. It would be worthwhile to apply funds of knowledge framework beyond education yet still within the TSR agenda. There are also opportunities to apply the theory to other vulnerable populations. Broadening the scope of reconnection and well-being TSR research far beyond YouthBuild may identify additional or other synergies between these areas. Practical implications The growing body of research on TSR suggested a gap in understanding how service providers can support consumers in poverty and a need for greater well-being. This study on YouthBuild highlighted the phenomenon among low-income, undereducated, urban young adults and while the goal of qualitative research is not to be generalizable, specific examples such as adapting programs and structures to low-income consumers, developing mentors to model wanted behavior and goal-setting and acknowledging the funds of knowledge that consumers bring to situations, can be generic ingredients for future transformative service projects. Social implications Research has demonstrated that public investment in programs that assist youth toward a positive trajectory and greater well-being is much more beneficial than disciplinary measures such as increased spending on policing and prisons. Employment and educational training programs have led to measurable success and when disconnected youth have greater vocational training and high school completion, they and the broader economy experience improved outcomes. Therefore, from a policy perspective, YouthBuild and programs like it emphasize growth, development and well-being for undereducated and low-income individuals. Originality/value The funds of knowledge theoretical framework are new to the Journal of Services Marketing (JSM). That framework coupled with the population of former high school dropouts in a second-chance school and a focus on service providers and well-being within a poverty context, all contribute to the paper’s originality. Reconnection is also a relatively new concept for readers of JSM. These three areas: funds of knowledge, reconnection and TSR are the backbone of this research.

Harmonious homegoings: alleviating consumer vulnerability through service fluidity and compassion

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Courtney Nations Azzari ◽  
Natalie A. Mitchell ◽  
Charlene A. Dadzie
Keyword(s):  
Service Providers ◽  
Well Being ◽  
Service Industries ◽  
The Body ◽  
Service Research ◽  
Content Type ◽  
Consumer Vulnerability ◽  
Study Results ◽  
Service Ecosystem

Purpose The purpose of this paper is to explore the role of service flexibility in addressing consumer vulnerability for chronically-traumatized consumers within the funerary context. Design/methodology/approach Using phenomenological philosophy and a grounded approach, data was collected and analyzed through 12 depth interviews with funeral service providers, coupled with observations and photographs of three second-line funeral processionals. Findings Study results include the following three primary roles of service providers in supporting chronically-traumatized consumers: the role of service fluidity in addressing trauma, mitigating vulnerability via service providers as community members and alleviating suffering through compassionate service. Service flexibility and value co-creation efforts were executed through an expansive service ecosystem of vendors. Practical implications When consumers experience vulnerability that demands reliance upon service industries, service providers can intentionally implement fluidity and agility in service design, adopt understanding and altruistic practices, and operate with empathy and compassion to orchestrate mutually-beneficial service outcomes. Social implications Rooted in transformative service research, providers are advised to consider modifying services to improve well-being and mitigate vulnerability for chronically-traumatized consumers via fluidity, community and compassion. Originality/value This study contributes originality to the body of service marketing literature by illustrating how service providers alleviate vulnerability for chronically-traumatized consumers through three adaptive service strategies.

Bereavement meanings and the conditions for successful social support service encounters

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cécile Plaud ◽  
Bertrand Urien
Keyword(s):  
Social Support ◽  
Service Providers ◽  
Well Being ◽  
Support Service ◽  
Service Encounters ◽  
Content Type ◽  
Parental Roles ◽  
Life Trajectory ◽  
Task Oriented ◽  
The Relationship

Purpose Bereavement is far reaching and has a significant impact on many lives as widow(er)s are faced with countless changes to their everyday routines, their relationships and their consumption patterns. It is in this context that the purpose of this study is to examine the links between the meanings of bereavement for widows and the types and sources of social support sought. This deepens the understanding of the reasons for the success or failure of service encounters and thus contributes to consumer well-being. Design/methodology/approach A qualitative study was carried out to gain more insight into this issue. A total of 24 in-depth interviews were conducted with French widows 59 years of age and older. To fully understand the diversity of bereavement experiences, the authors examined the following factors: life trajectory, life, as the spouse’s/partner’s death, support received and/or solicited and the success or failure of service encounters. Findings The findings suggest that bereavement experiences hold different meanings related to the types and sources of the preferred support. The following six classes were identified: dealing with administrative and financial issues, maintaining parental roles, enduring the memories of the circumstances of the spouse’s/partner’s death, reorganizing daily life, facing the loneliness of widowhood and expressing the affects of bereavement. These classes help to identify the conditions for the success or failure of service encounters. Originality/value The following two avenues emerge that contribute to the well-being of widows: “loss-oriented” and “restoration-oriented” bereavement classes of meanings. The former is embodied by widows primarily seeking “nurturant support” who expect self-oriented and relationship-focused service behaviour on the part of service providers, and the latter by widows primarily seeking “action-facilitating” support who expect “task-oriented” service behaviour from service providers. These results should allow service providers to be aware of when to prioritize the task, the self and/or the relationship, to provide a successful service encounter for consumers of bereavement services.

New aspects of research to assess and manage critical incidents in service encounters

2015 ◽  
Vol 27 (1) ◽  
pp. 27-51 ◽  
Author(s):  
Carmen Padin ◽  
Göran Svensson ◽  
Carmen Otero-Neira ◽  
Nils Høgevold
Keyword(s):  
Service Provider ◽  
Critical Incident ◽  
Critical Incidents ◽  
Service Providers ◽  
Negative Emotions ◽  
Service Encounter ◽  
Service Encounters ◽  
Two Phase ◽  
Content Type ◽  
Interactive Interface

Purpose – The objective of this paper is to describe the teleological actions needed to assess and manage critical incidents that cause negative emotions in service encounters. Teleological actions are movements into the future that are believed to be move either towards a predictable/known or unpredictable/unknown state or condition. The authors distinguish between, define and apply three categories: transformative – ad hoc and present-based actions; formative – pre-determined and past-based actions; and rationalist – goal-directed and future-based actions. Design/methodology/approach – A qualitative study, based upon a two-phase approach applying convenience and judgemental sampling, was used. Focussing on one teleological theory, a process of abductive matching was applied throughout the study. Abductive matching refers to recurring themes, patterns and categories that are uncovered through the iterative processes of analysis. The teleological framework structured and guided the data collection and empirical observations. Findings – Seen through the perspective of teleological actions, the study enhances our understanding of the manner in which critical incidents generate negative emotions in service encounters. Through the same perspective, the investigation also reveals that the outcome of a negative service encounter depends upon the interactive interface between service provider and service receiver. Research limitations/implications – The teleological actions between service providers and service receivers in negative service encounters appear to be mediators between cause-and-effect on the one hand (critical incident and negative emotions) and a perceptual gap on the other (outcome of negative service encounter). The teleological perspective also provides numerous opportunities for further research in this area. Practical implications – Managers should strive to understand the teleological actions potentially undertaken by service receivers, so that they can deal with the teleological actions of their front-line staff accordingly. The interactive interface between a service provider and a service receiver is crucial in assessing and managing critical incidents. Originality/value – Based on teleological actions, the investigation provides both a valuable and complementary contribution on assessing and managing critical incidents and the negative emotions that are often triggered in the service-encounter interface between a service provider and a service receiver. Providers also need to educate their staff on what can occur and on how to react appropriately.

Creating hospitable service systems for refugees during a pandemic: leveraging resources for service inclusion

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jörg Finsterwalder ◽  
Sertan Kabadayi ◽  
Raymond P. Fisk ◽  
Silke Boenigk
Keyword(s):  
Service Providers ◽  
Social Issues ◽  
Well Being ◽  
Lessons Learned ◽  
Service Systems ◽  
Service Research ◽  
Vulnerable Group ◽  
Content Type ◽  
Service Businesses ◽  
Practical Implications

PurposeThe overarching goal of this paper is to increase awareness among researchers and practitioners that refugees are disproportionally impacted by COVID-19, which increases their suffering. Second, it extends a recently introduced transformative refugee service experience framework by integrating and conceptualizing refugees' resource and service inclusion during a pandemic. Third, it explores lessons learned and implications from the COVID-19 pandemic for the future of service research and practice.Design/methodology/approachThis study synthesizes approaches on refugees, resources and transformative service research to develop an extended framework for addressing one of society's pressing issues during and after pandemics.FindingsRecognizing refugees as providing resources rather than just needing or depleting resources can enable more inclusion. It facilitates refugees' integration into society by drawing on their skills and knowledge. This requires hospitable refugee service systems that enable service inclusion and opportunities for refugee resource integration.Research limitations/implicationsThis article focuses on one vulnerable group in society. However, the extended framework presented warrants broader application to other contexts, such as subsistence marketplaces.Practical implicationsManagers of service businesses and public policymakers should create more inclusive and hospitable service systems for refugees. This may result in redesigning services, changing consumer behavior and reformulating public policy.Social implicationsBetter inclusion and integration of refugees and their resources should increase their individual well-being, reduce social issues in society, increase overall societal well-being and productivity.Originality/valueThis article presents a novel extended framework for service scholars and service providers to increase resource and service inclusion of refugees in a disaster context.

scholarly journals Customer captivity, negative word of mouth and well-being: a mixed-methods study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Olivier Furrer ◽  
Jie Yu Kerguignas ◽  
Mikèle Landry
Keyword(s):  
Mixed Methods ◽  
Emotional Support ◽  
Word Of Mouth ◽  
Service Providers ◽  
Well Being ◽  
Service Evaluation ◽  
Negative Word ◽  
Mixed Methods Study ◽  
Service Research ◽  
Content Type

Purpose When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate customer captivity as a type of vulnerability and evaluate its effects on customers’ service evaluation and word-of-mouth (WOM) behavior, as well as to identify solutions that reduce customers’ feelings of captivity and improve their well-being. Design/methodology/approach This sequential, quantitative–qualitative, mixed-methods study draws from a survey of 1,017 customers and a qualitative analysis of 20 in-depth semi-structured interviews. Moderated mediation analysis is used to test the quantitative hypotheses; a thematic analysis explores the qualitative data. Findings The results of the quantitative study show that captivity emotions and price unfairness perceptions are two manifestations of customer captivity, which directly and indirectly affect service evaluations and WOM behavior. The findings of the qualitative study highlight how captive customers use emotional support-seeking negative word-of-mouth (NWOM) as a solution to reduce their captivity emotions and improve their well-being, by reinforcing their social ties and regaining a sense of control. Research limitations/implications This study advances transformative service research by demonstrating how captivity affects customers’ well-being and customer vulnerability literature by investigating captivity as a type of vulnerability. It contributes to service marketing literature by identifying customer captivity as a boundary condition for generic service evaluation models. Practical implications Captive customers seek emotional support and consequently spread NWOM. Therefore, it is critical for service providers to reduce customers’ captivity feelings and implement adequate solutions to prevent NWOM and decrease the risk of negative impacts on their profitability. Originality/value Any customer can become vulnerable, due to contextual circumstances. This study focuses on customer captivity as a type of vulnerability and proposes adapted solutions to improve customers’ well-being.

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