Under-over benefitting perceptions and evaluation of services: Nonlinear relationships in a four-sample investigation

Abstract

Purpose

In the context of service exchanges, the purpose of this paper is to examine the form of the link from under-benefitting (customers receive less than they invest) vs over-benefitting (customers receive more than they invest) perceptions to customer service evaluations. The authors assess three competing hypotheses: maximization, fairness, and the asymmetric hypotheses.

Design/methodology/approach

Linear and nonlinear relationships between under-over benefitting perceptions and service evaluations are examined following a test-retest approach. These relationships are investigated in four samples from two survey studies: hotels (Time 1, n=591; Time 2, n=512) and restaurants (Time 1, n=536; Time 2, n=473).

Findings

Results confirmed the existence of asymmetrical curvilinear relationships. Service evaluations improve sharply when perceptions move from under-benefitting perceptions to balanced situations. However, service evaluations do not improve in high over-benefitting situations.

Practical implications

The design of employee tasks and services should avoid both under-benefitting perceptions and a disproportionate maximization of customer benefits.

Originality/value

Previous research studies have investigated these types of relationships by computing linear relationships or comparing different groups of customers. The current research tests the link from under-over benefitting perceptions to customer service evaluations by also considering nonlinear relationships. This approach supports an asymmetrical curvilinear relationship that captures the complexity of service exchanges.

Citation

Martínez-Tur, V., Estreder, Y., Moliner, C., Sánchez-Hernández, R.M. and Peiró, J.M. (2016), "Under-over benefitting perceptions and evaluation of services: Nonlinear relationships in a four-sample investigation", Journal of Service Theory and Practice, Vol. 26 No. 4, pp. 430-447. https://doi.org/10.1108/JSTP-11-2014-0249