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Increasingly companies ask customers to participate in creating and producing services. This research aims to explore the effect that communicating role expectations to customers may have on their processing and evaluation of the encounter.

A dyadic experiment using prototypical customer‐couples and practicing insurance agents was implemented. Couples and agents were randomly assigned to dyads, which were then assigned to one of two conditions – a no‐expectations or an expectations condition. Post‐encounter, couples evaluated service quality and indicated their satisfaction, trust and anticipation of future interaction.

The study found that socialized customers relied more on service quality in evaluating the encounter than did unsocialized customers. However, socialized wives showed decreased trust, satisfaction and anticipation of future interaction than did non‐socialized wives (no significant differences for husbands).

Expectations were simply provided to customers; and these expectations were framed to emphasize the benefits of complying with expectations may mitigate some negative effects of socialization.

While socialized customer outcomes declined, these customers relied more on the service quality elements of the encounter rather than peripheral elements beyond the control of the firm and the service provider. These findings highlight the caution managers must exercise as they juggle the trade‐offs inherent in communicating the customer's expanded role in the service production.

The customer's role in creating and producing service experiences has received increased attention. This research offers evidence that the benefits achieved through increased customer participation have costs to be considered.

The purpose of this paper is to investigate how salesperson’s emotional intelligence (EI) influences salesperson behaviors (i.e. emotional labor strategies) and the influence these behavioral strategies have on customer’s outcomes.

The study develops a conceptual model using past literature and tests hypotheses using a salesperson-prospective customer dyadic sample. To participate in the study, 224 salespeople and their potential customers were recruited from three different companies.

Results reveal the importance of conceptualizing the dimensionality of a salesperson’s EI ability, as different dimensions impact customer outcomes differently. Additionally, the importance of salesperson’s authentic emotional labor strategies is highlighted.

EI is a foundation for successful selling in a business-to-business environment, but it is not a silver bullet. Sales managers and recruiters should use assessment tools to evaluate sales recruit’s EI, but it is also critical to train salespeople to engage in deep acting, creating authentic emotions in the buyer-seller relationship.

Using a dyadic sample, this study suggests that the dimensions of EI and emotional labor strategies influence customer’s perception of salesperson’s trustworthiness and propensity to continue the relationship with the salesperson differently. Specifically, not all dimensions of salesperson’s EI is found to be positive, and only salesperson’s authentic (deep) emotional strategies are found to influence customer outcomes positively.

The success of many high‐contact services depends on customers' compliance with providers' instructions. While existing service marketing literature urges increased attention to customer compliance, there is, to date, little research investigating its role of compliance in service settings. Based on social cognitive theory, this study aims to fill this important research gap, developing and testing a model to explore the antecedents and consequences of customer compliance in high‐contact service settings. Service friendship is included as a mediator between the antecedents and compliance. Two control variables, relationship duration and contact frequency, were also included in the model.

A research framework is proposed to suggest the antecedents and consequences of both service friendship and customer compliance. Extant research from various research streams is reviewed, deriving 11 hypotheses. Data collected from customers of high‐contact service industries are examined through structural equation modeling.

Results show that the service provider's social skills, customer orientation, and expertise are positively related to service friendship and customer compliance, which in turn affect customer satisfaction and anticipated future interaction. The control variables are also both positively associated with service friendship and anticipated future interaction.

This research represents an early attempt at explaining what affects customer compliance in high‐contact service settings. Future research directions are discussed, with emphasis on incorporating customer characteristics, service interaction characteristics, and employee viewpoints to better understand service friendship and compliance in different service settings.

Customer compliance is a vital component of high‐contact service interactions between employees and customers. Service managers should encourage the formation of customer compliance in conjunction with service friendship to achieve better service outcomes.

This study represents the first study in the service marketing literature to establish a model that explains the mechanism of customer compliance in general service settings. The addition of two control variables representing relationship quantity also enhances the originality and contribution of this study.

Two studies were conducted examining the effects of power, distribution norms, and the scope of future interaction on small group negotiation. Subjects participated in a three‐person negotiation exercise in which they had to reach agreements between two or three players to receive resources. In study one the effects of power position (high, medium, low), dominant distribution norm (contribution, need), and the expectation of future interaction (expected, not expected) on the distribution of resources were examined. Power interacted with both dominant distribution norm and the expectation of future interaction. The ability of high power, less needy players to achieve resources was reduced under a dominant need‐based distribution norm, and when future interaction was expected. In addition, groups expecting future interaction were more likely to form exclusive coalitions than those not anticipating future interaction. In study two the effects of power position (high, medium, low), type of need (pure‐need need + future potential), and the scope of future interaction (full group, coalition‐only) on the distribution of resources were examined. Power interacted with both the type of need and the scope of future interaction. Low power, more needy players achieved greater resources when need was linked to future potential and when future interaction with the entire group was anticipated. In addition, groups anticipating future interaction with only those included in the final agreement were more likely to form exclusive coalitions than those anticipating future interaction with all group members.

To build and test a model of customer relationships, with particular reference to the financial services sector, relating the perceived quality of the relationship to one antecedent and two long term consequences.

Data collected by street interviews with 207 consumers of financial services in Hong Kong were analysed by the research tool for this study is a questionnaire‐based survey on the quality of financial services in Hong Kong. Customers were interviewed on the streets in the major commercial districts in Hong Kong and a total of 207 completed questionnaires were collected and subjected to factor analysis. The model was tested for goodness of fit and construct reliability.

The findings confirm that there are significant relationships among relationship quality, information sharing, the expectation of continuing interaction and customers' willingness to recommend their service provider to others.

Future research should apply the model proposed in this study and the findings to other service sectors and other geographic locations, in order to enhance its generalizability.

The study provides strong evidence that financial service providers need to cultivate good‐quality relationships with customers, especially through regular and open information sharing, in order to maintain them in the long‐term.

The main contribution of this study is to demonstrate that relationship quality is a significant mediating variable between the antecedents and consequences of customer relationships. The expectation of a continuing relationship is also found to be strongly related to customers' willingness to recommend “their” service providers to others.

In the 1990s and into the twenty‐first century, there has been a growing interest in understanding the development of service relationships. Trust and satisfaction have been highly recognized in the literature as effective elements for establishing successful relationships. However, little is known regarding their importance in cultivating relationships in an interactive‐selling context. The present study attempts to examine the influence of behavior and performance of salespersons on customers’ trust and satisfaction and, in turn, their anticipations of future interactions with the salesperson in the context of insurance services. A survey was conducted with customers from a large UK insurance company based in Hong Kong. The results show that satisfaction, the salesperson’s self‐disclosure and relation orientation significantly influenced future business opportunities. From the findings, a dynamic framework incorporating a set of interactive elements will be proposed. Managerial implications and directions for future research will be outlined and suggested.

The purpose of this paper is to investigate the influential factors of the antecedents of relationship quality (RQ), RQ, and long-term relationship orientation between the members that constitute the insurance marketing channel.

This study uses in-depth interviews as well as a survey to examine long-term relationship orientation between life insurers and insurance intermediaries in Taiwan.

Results indicate that antecedents of RQ (customer orientation, expertise, similarity, and contact intensity) have a positive effect on RQ. Relationship qualities (trust, satisfaction, and commitment) have a positive effect on the long-term relationship orientation. The antecedents of RQ have a positive effect on the interaction of long-term relationship orientation through mediating effects of RQ.

It fills a gap in the literature by explores the long-term cooperative relationship between life insurers and insurance intermediaries based on the RQ perspective. Further, previous studies have focused on the automobile, food, electronic information, textile, and financial industries. Few studies have looked at insurance marketing outsourcing from a RQ perspective. Thus, this study will be useful to decision makers in the insurance industry seeking to improve their supplier-distributor relationships.

Emailing does not preclude emotional exchange and many times it causes us to engage in spiralling exchanges of increasingly angry emailing. The purpose of this chapter is threefold: to explore how factors of temporality are related to anger when emailing, to model circumstances that protect against, but also ignite, anger escalation, and to raise a discussion for practitioners of how to avoid damaging email communication. By intersecting literature on communication, information systems, psychology and organisational studies, factors leading to an ‘emotional verge’ are identified and summarised in a model showing factors likely to prime, but also protect against, anger escalation.

The increased pressure to incorporate communication technologies into learning environments has intensified the attention given to the role of computer‐mediated communication (CMC) in academic settings. However, the issue of how and why these technologies, especially synchronous CMC applications, has been given less attention in pedagogical literature. This paper aims to address this problem.

The paper provides issues for consideration in the deployment of synchronous CMC in educational settings.

Shows that there are differences in asynchronous and synchronous CMC with related issues of productivity of student learning and control.

This paper outlines advantages and disadvantages of using synchronous CMC in education while offering practical guides.

This study aims to explore the use of a Computer‐mediated Communication (CMC) system in‐group conflict management, with specific attention directed toward analyzing the task effect on conflict management patterns of groups in CMC interaction.

Two tasks are used in experimental design to analyze interactions and conflict management patterns within e‐mail communication environment. Group composition and communication medium were kept constant. The group working relations coding system (GWRCS) was used to examine group interaction patterns that characterize the conflict management process.

The results demonstrate that task type influences the group conflict management process and the extent to which a group employs different levels of confrontiveness strategy in its interaction and conflict management patterns. Specifically, intellective task conflict is best handled by a high confrontiveness while cognitive task conflict is best handled by a moderate confrontiveness strategy.

The study used small group size and did not take into account variation in group size. Thus, the degree to which a larger size groups might affect the results is unknown. The study showed that group effectiveness requires different conflict management and interaction patterns for different tasks even within the same communication medium.

The study outlined the importance of task types in conflict management within the same group and within the same communication technology. It also stressed the fact that individuals apply technology differently to negotiate conflict based on tasks.