Emerald | Managing Service Quality | Table of Contents

SERVSIG 2012: Innovative Service Perspectives

Thu, 04 Jul 2013 00:00:00 +0100

Abstract

Not available.

Knowledge Dissemination in the Global Service Marketing Community

Thu, 04 Jul 2013 00:00:00 +0100

Abstract

Purpose - The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper examines the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community. Design/methodology/approach - The study combines qualitative and quantitative approaches. We interviewed four pioneering service scholars and also collected descriptive data (e.g., Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer-reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis we mapped global collaboration between countries over time and detected clusters of international collaboration.Findings - Findings suggest a growing international collaboration for the US and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.Research limitations/implications - As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science). Originality/value - Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.

A lean approach to service productivity improvements: Synergy or oxymoron?

Thu, 04 Jul 2013 00:00:00 +0100

Abstract

Purpose - Service productivity continues to receive ever-greater amounts of attention as service covers a greater portion of the economy. As competition increases, service productivity becomes increasingly important. This study aims to explore the applicability of lean principles in a service context and to conceptualize how these principles impact service productivity.Design/methodology/approach - This paper presents a conceptual analysis of the six most commonly used lean principles in manufacturing and their applicability to a service context for different types of services. Using this analysis, six propositions are developed to examine the influence of lean on service productivity.Findings - This study suggests promising synergies, as well as important obstacles, for applying lean principles in services. Standardizing services and increasing reliability in service processes through lean principles can increase efficiency. However, the customer’s active role in certain services and, simultaneously, high diversity make the application of lean principles increasingly difficult. Also, customer satisfaction must be considered when improving service productivity, otherwise the positive long-term effects of a lean approach in service will be absent.Practical implications - These findings are useful for organizations aiming to improve their service productivity. Particularly, lean principles are invaluable to increase efficiency and customer satisfaction for services with low diversity and low customer participation. This paper suggests a direction for the proper use of lean principles for different service types, and how efficiency and customer satisfaction are affected through a lean approach.Originality/value - This study contributes to the research on service productivity and continues the discussion on prototypic characteristics of service and manufacturing orientations.

Positive social behaviors and suggestive selling in the same service encounter

literatinetwork@emeraldinsight.com (Magnus Söderlund) — Thu, 04 Jul 2013 00:00:00 +0100

Abstract

Purpose - This study examines customers’ reactions in service encounters in which the customer contact person (CCP) initially engages in positive social behaviors and then turns to suggestive selling. Design/methodology/approach - An experimental between-subjects design was employed. The participants interacted in a service encounter with a CCP who engaged in positive social behaviors. At the end of the service encounter, participants were exposed to: (1) no suggestive selling, (2) congruent suggestive selling, or (3) incongruent suggestive selling. Findings - Customers’ intentions to buy additional products were lower in the two suggestive selling conditions than in the condition without suggestive selling. This outcome should be viewed in light of the contrast effect that occurs when the CCP’s role comprises both rapport-building activities and sales activities: suggestive selling near the end of a service encounter may "break the spell" of initial positive social behaviors. However, in terms of the customer’s attitude toward the CCP, it was mainly the incongruent suggestive sales attempt that had a negative effect, presumably because congruent suggestive selling contrasts less with positive social behaviors than incongruent suggestive selling. Originality/value - Researchers have acknowledged that many CCPs who are instructed to engage in positive social behaviors in service encounters are under increasing pressure to also actively engage in sales efforts. However, few studies have examined the reactions of customers exposed to both activities within the same service encounter.

Applying SPAT for understanding B-to-B supplier switching processes

Thu, 04 Jul 2013 00:00:00 +0100

Abstract

Purpose - This study focuses on the switching path analysis technique (SPAT) application to enlarge the understanding of customer switching from the business to consumer (B-to-C) context to the processes of business-to-business (B-to-B) supplier switches. Design/methodology/approach - The paper is a theory extension of SPAT, with nine (9) supplier switching cases in different B-to-B settings. The cases shed light also on the actual triggers and determinants of the B-to-B switches. Findings - The study proves the applicability of SPAT in B-to-B settings. The B-to-B context adds complexity, forming a relationship flow where many driving factors act for switching. Thus, the findings suggest that a comprehensive analysis of the triggers and determinants is required to understand the switching processes. In particular, the characteris-tics of the active/passive behaviour should be analysed separately in the customer and in the old and new suppliers. Research limitations/implications - The empirical findings are exploratory in nature. Further research should refine the characteristics of active and passive behaviour at the levels of the relationship, the companies and the individuals to comprehend the notion of the influential trigger in SPAT. Further research should also address the wider topic of the patterns of certain triggers and determinants that actually lead to unstable supplier relationships.Practical implications - The B-to-B supplier switches appear to be complex processes. The supplier should be able to be constantly aware of the major changes in the customer’s business. Based on this awareness, the supplier may actively affect the development of the relationship to avoid unwanted switches.Originality/value - The paper combines the relatively mature research stream of B-to-C supplier switches and access to B-to-B supplier-switching cases. The theory contribution of the paper is the extension of the theory to the B-to-B context, with relevant research implications.

Customer Participation and Value Creation: A Systematic Review and Research Implications

Fri, 26 Apr 2013 00:00:00 +0100

Abstract

Purpose - Customer participation in the creation of offerings has become a key focus in marketing literature. This paper synthesizes extant research on the topic to enhance understanding of the conceptualization and value outcomes of customer participation in the creation of offerings.Design/methodology/approach - The study is based on an extensive and systematic literature review covering 163 articles on customer participation published over the last four decades. Selected publications were analyzed according to the topics studied, study context, research approach, and findings.Findings - The review demonstrates how the conceptualization of customer participation has evolved in terms of the nature and range of customer contributions, their temporal scope, and the outcomes considered. It also synthesizes the hypothesized and empirically scrutinized value outcomes of customer participation for both sellers and customers.Research limitations/implications - The review reveals important gaps in the existing knowledge on customer participation, and identifies relevant areas for future research. The literature review may have missed some relevant papers that use different terminologies.Practical implications - Managers should consider the strategic significance of customer participation in their businesses, promote the potential benefits to their customers, and institute necessary changes in their organization to facilitate participation.Originality/value - This paper provides a structured overview of the empirical and conceptual research addressing customer participation and brings forth evidences regarding its value outcomes, thereby contributing to extant knowledge on value creation.