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Article

Simon J. Bell and Andreas B. Eisingerich

The purpose of this paper is to consider the dynamics of customer education by exploring the relationship between education and customer expertise and their combined…

Abstract

Purpose

The purpose of this paper is to consider the dynamics of customer education by exploring the relationship between education and customer expertise and their combined effects on customer loyalty in a high involvement investment services context. The paper also considers the service context within which customer education initiatives are delivered. More specifically, it explores the moderating effects of increasing levels of customer expertise (the outcome of customer education) on the relative importance of technical service quality (what is delivered) and functional service quality (how it is delivered) in determining the loyalty decision. In doing so, the paper aims to provide implications for the investment service firm for managing the service offering as customers develop expertise over time.

Design/methodology/approach

The paper proposes a conceptual model that formalises the research objectives as a series of testable hypotheses. This is followed by an outline of the research design and method. The hypotheses are tested using a sample of 1,268 high value clients from a global investment services firm. An analysis of the model and the results is presented.

Findings

Customer loyalty was found to be positively and significantly related to technical service quality, functional service quality, and customer education. Contrary to expectations, however, customer expertise was not negatively related to customer loyalty. Customer education was found to be positively associated with customer expertise. The main effect of customer education on loyalty was significant; however it did not diminish when customer expertise was entered into the third equation. In other words, the conditions for partial mediation were not satisfied. Finally, the positive and significant interaction coefficient between technical service quality and expertise implied that the positive effect of technical service quality on consumer customer loyalty was indeed stronger when customer expertise was high. Conversely, and consistent with expectations, the interaction term between functional service quality and customer expertise was significant and negative, indicating that the positive relationship between functional service quality and customer loyalty is diminished as customer expertise increases.

Originality/value

Where there is a significant amount of research on customer knowledge and expertise, there is relatively less understanding of how customers acquire such knowledge. It is hoped that this paper can shed some additional light on the subject of customer education, its impact on customer expertise and, ultimately, on the way in which service quality is perceived.

Details

European Journal of Marketing, vol. 41 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article

Machiel J. Reinders, Ruud Frambach and Mirella Kleijnen

This study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the…

Abstract

Purpose

This study aims to investigate the effects of two types of expertise (self-service technology and service type) on the disconfirmation of customers’ expectations and the use-related outcomes of technology-based self-service (TBSS).

Design/methodology/approach

This empirical study pertains to the mandatory use of a national public transport chip card in The Netherlands based on a sample of 267 users of this TBSS.

Findings

The findings show that technology experts experienced a less positive disconfirmation of expectations and reported less positive evaluations of the new self-service than technology novices. Technology experts also showed lower intentions to engage in positive word-of-mouth than technology novices. The evaluation of the self-service by technology novices is more positive for those that are service experts as compared to service novices, while the evaluation by technology experts is more negative for those that are service experts as compared to service novices.

Research limitations/implications

This study provides insight into how different types and levels of customer expertise affect individuals’ assessments of a TBSS upon its mandatory use.

Practical implications

For marketing managers and public policy-makers, understanding the multifaceted role of customer expertise enables more effective market segmentation and targeting, thus improving implementation of TBSS.

Originality/value

This research suggests that customers’ technology and service expertise have some counter-intuitive effects on TBSS use-related outcomes.

Details

European Journal of Marketing, vol. 49 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article

Gurjeet Kaur Sahi, Rita Devi and Satya Bhusan Dash

The purpose of this paper is to examine the impact of a customer engagement-enabling platform on a value captured by the firm and value acquired by the customer. It…

Abstract

Purpose

The purpose of this paper is to examine the impact of a customer engagement-enabling platform on a value captured by the firm and value acquired by the customer. It explores the relevance of relational and expertise value for customers during the engagement process so as to ensure positive referrals about the service provider.

Design/methodology/approach

Using a sample of 482 students, the study examines the customer engagement efforts of professional institutes that provide training to prepare for the civil service examinations of the Union Public Service Commission. The survey is confined to central areas of New Delhi, India. Statistical techniques including confirmatory factor analysis and structural equation modelling are used to analyse the data, and reliability and validity tests are performed.

Findings

The findings reveal the indispensable role of service providers as creators of a meaningful effective learning process and of interpersonal relations with customers for generating more business through customer referrals.

Research limitations/implications

The study validated the moderating role of relational value between customersexpertise value and their referrals on the basis of motivation theory, which asserts that customers’ motivation to contribute to the organisation is driven by the individuals’ extrinsic relational need for belongingness, acceptance by like-minded individuals, and feedback, recognition and respect from employees of the organisation.

Originality/value

The study contributes to the existing literature by integrating the well-developed social exchange and motivation theory so as to investigate the factors that propel customers’ positive word of mouth for the service provider.

Details

Journal of Service Theory and Practice, vol. 29 no. 5/6
Type: Research Article
ISSN: 2055-6225

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Article

Ahmad Jamal and Kyriaki Anastasiadou

Very little research has investigated the effects of service quality dimensions on customer loyalty. Also, up to now, no research has investigated the direct effect of…

Abstract

Purpose

Very little research has investigated the effects of service quality dimensions on customer loyalty. Also, up to now, no research has investigated the direct effect of expertise on loyalty and the moderating effect of expertise on the link between satisfaction and loyalty. This paper seeks to fill these gaps in the literature and to investigate the effects of individual dimensions of service quality in creating and enhancing customer loyalty via customer satisfaction. It also aims to investigate the direct and indirect effects of customer expertise on customer loyalty.

Design/methodology/approach

The paper uses a causal modelling approach and proposes a conceptual model after an extensive review of the literature. The paper is based on a sample of 200 bank users in Greece who completed a self‐administered questionnaire. The paper uses exploratory factor analysis, confirmatory factor analysis and structural equation modelling to analyse and confirm the conceptual model proposed in this research.

Findings

The paper finds that reliability, tangibility and empathy are positively related to customer satisfaction, which in turn is positively related to loyalty. Furthermore, while expertise is negatively related to loyalty, it positively moderates the link between satisfaction and loyalty.

Originality/value

The paper discusses implications for brand managers in terms of targeting and advertising strategies and suggests future research directions.

Details

European Journal of Marketing, vol. 43 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article

Mornay Roberts-Lombard and Daniël Johannes Petzer

Using the stimulus–organism–response (S–O–R) framework, this study investigates the role of trust (organism) in influencing the behavioural intentions (response) of…

Abstract

Purpose

Using the stimulus–organism–response (S–O–R) framework, this study investigates the role of trust (organism) in influencing the behavioural intentions (response) of emerging market retail banking customers, based on the banks' selected customer-focused efforts (stimuli) to influence behavioural intentions. The study also looks at the moderating effects of customers' perceived value and the duration of their support on these relationships.

Design/methodology/approach

The data analysed were collected from 599 retail banking customers in an emerging market via a self-administered questionnaire.

Findings

Customer-focused efforts, except for expertise, significantly and positively influence trust. Trust partially mediates the relationships between the remaining customer-focused efforts and behavioural intentions. Furthermore, perceived value moderates the relationships between these stimuli and trust, excluding information sharing. The duration of customer support for the bank also moderates the relationships between these stimuli and trust, bar customer orientation.

Research limitations/implications

The study augments the understanding of trust's role as the organism from an S–O–R framework perspective.

Practical implications

The study assists banks in emerging markets in understanding trust's role in influencing customers' behavioural intentions, given the application of selected customer-focused efforts. It highlights the significance of perceived value and duration of customer support in the relationships between these customer-focused efforts and trust.

Originality/value

Using a single S–O–R framework, the role of trust in mediating the relationships between retail banks' selected customer-focused efforts and customers' behavioural intentions is uncovered.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

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Article

Jiseon Ahn and Ki-Joon Back

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in…

Abstract

Purpose

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry.

Design/methodology/approach

A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software.

Findings

Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined.

Research limitations/implications

Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value.

Practical implications

From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers.

Originality/value

This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 5
Type: Research Article
ISSN: 0959-6119

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Article

Ahmad Jamal and Kamal Naser

Understanding the antecedents to and outcomes of customer satisfaction is a critical issue for both academics and bank marketers. Previous research has identified service…

Abstract

Understanding the antecedents to and outcomes of customer satisfaction is a critical issue for both academics and bank marketers. Previous research has identified service quality, expectations, disconfirmation, performance, desires, affect and equity as important antecedents of customer satisfaction. The current paper reports findings from a survey which looked into the impact of service quality dimensions and customer expertise on satisfaction. A sample of 167 respondents took part in this study. Findings indicate that both core and relational dimensions of service quality appear to be linked to customer satisfaction. Findings also indicate that expertise is negatively related to satisfaction. The paper discusses implications for bank managers.

Details

International Journal of Bank Marketing, vol. 20 no. 4
Type: Research Article
ISSN: 0265-2323

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Article

Donald C. Barnes, Joel E. Collier, Vince Howe and K. Douglas Hoffman

Historically, firms have dedicated an abundance of resources in the pursuit of customer satisfaction and its corresponding favorable consequences. However, research…

Abstract

Purpose

Historically, firms have dedicated an abundance of resources in the pursuit of customer satisfaction and its corresponding favorable consequences. However, research indicates that customer satisfaction may not necessarily result in the outcomes pursued. This paper aims to focus on the concept of customer delight and explore antecedents and consequences of interest to the service firm. More specifically, the proposed model explores the linkages of employee effort, employee expertise and the firm’s tangibles to customer surprise and joy which in turn lead to customer delight and per cent of budget spent.

Design/methodology/approach

Data were collected from a grocery store. The hypothesized relationships were tested using structural equation modeling.

Findings

Results from this study yield new insights into the dual pathways leading to customer delight through joy and surprise. That is, joy and tangibles lead to both joy and surprise, whereas expertise leads to joy alone. Both joy and surprise are completely mediated through delight to per cent of budget spent. Interestingly, higher frequency customers experience a stronger relationship from joy to delight.

Research limitations/implications

The findings have implications for the ongoing debate on the viability of customer delight and extending the theoretical understanding of why customer delight represents such a powerful force in the service environment.

Practical implications

By providing specific variables that impact both joy and surprise, management can develop tactics to develop delight initiatives.

Originality/value

This is the first study proposing multiple paths to customer delight. Further, this is the first study to link needs based and disconfirmation into a single model.

Details

Journal of Services Marketing, vol. 30 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

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Article

Satu Nätti and Jukka Ojasalo

The knowledge of inhibitors of internal customer knowledge transfer in b‐to‐b professional service organizations is still in its infancy. Previous literature on…

Abstract

Purpose

The knowledge of inhibitors of internal customer knowledge transfer in b‐to‐b professional service organizations is still in its infancy. Previous literature on professional service organizations has focused on knowledge processes on a general level without paying closer attention to inhibitors of internal knowledge transfer. This study aims to contribute by increasing the knowledge of various inhibitors of customer‐related knowledge transfer and their influence on customer‐related knowledge utilization in collaborative customer relationships.

Design/methodology/approach

The present empirical article is based on a case study of two professional service organizations in the field of business‐to‐business education and consultancy services. An in‐depth analysis of organizations developing collaborative relationships was conducted.

Findings

This paper shows that internal fragmentation seems to be inherent in this type of organization, and may cause many problems in customer‐related knowledge transfer among individuals, collegial groups and hierarchical levels in a professional service organization. All these problems in collective knowledge utilization influence both the service offering creation and general relationship coordination in the collaborative relationship.

Originality/value

This paper provides managerial suggestions for how to deal with the inhibitors of customer knowledge transfer. This includes developing unified goals, strengthening cultural cohesion and cooperation in the organization, building forums of dialogue between individuals and subgroups, and structuring relationship coordination systems (i.e. key account management systems), keeping customer‐related knowledge transfer in mind.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Ernest Emeka Izogo

The purpose of this paper is to examine how companies can influence customers’ repurchase intention and willingness to recommend through relationship quality (RQ…

Abstract

Purpose

The purpose of this paper is to examine how companies can influence customers’ repurchase intention and willingness to recommend through relationship quality (RQ hereafter) constructs by leveraging customer orientation, expertise and information sharing.

Design/methodology/approach

The research informants were recruited from a Southeastern Nigerian city. Data analysis was based on 303 qualified cases extracted from the 332 valid responses retrieved from the customers of retail banking services through a bank-intercept method and online survey.

Findings

Except customer orientation, all the antecedents of RQ were directly related to trust and satisfaction. Whereas satisfaction was both directly and indirectly related to repurchase intention and willingness to recommend, trust was directly and indirectly related to repurchase intention but was not directly related to willingness to recommend. It was only indirectly related to willingness to recommend through satisfaction and repurchase intention. Trust and satisfaction mediate the link between RQ antecedents and repurchase intention and willingness to recommend. The research model explained 67 per cent of the total variance in willingness to recommend.

Research limitations/implications

The mediating role of RQ in the link between customer orientation, expertise and information sharing and repurchase intention and willingness to recommend remains largely untested in the literature. This provides an avenue for future studies to extend RQ research to the nature of the construct’s behaviour when it is tested as a mediator in the relationship between its antecedents and consequences especially in West Africa where substantive research is scarce.

Practical implications

One of the key measures that retail banks can use to keep customers’ patronage and spur them into making business referrals is to build trust and deliver pleasurable satisfaction by leveraging customer orientation, expertise and information sharing.

Originality/value

As far as could be established, this paper represents the first attempt to simultaneously explore the indirect effects of customer orientation, expertise and information sharing on repurchase intention and willingness to recommend through the constructs of RQ. The paper further demonstrates that the relationships estimated within the model are not moderated by gender and occupation differences.

Details

International Journal of Emerging Markets, vol. 11 no. 3
Type: Research Article
ISSN: 1746-8809

Keywords

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