Rebecca M. Guidice, Donald C. Barnes and Brian R. Kinard
With increasing competition in the marketplace, there is a greater push for exceeding customer expectations and delivering customer delight to ensure firm’s success. The main…
Abstract
Purpose
With increasing competition in the marketplace, there is a greater push for exceeding customer expectations and delivering customer delight to ensure firm’s success. The main reason for this push is the beneficial outcomes for the firm. More recently, hidden benefits have been identified (i.e. elevated customer emotions can positively impact other customers and employees in the service environment). Adding to this developing literature, the current research develops a model that links antecedents and outcomes to employee perceptions of customer delight.
Design/methodology/approach
Both field and panel data, as well as multiple statistical methods, were utilized to test the hypothesized relationships. The field data were collected from employees of a national specialty retailer.
Findings
Service climate and interpersonal influence have a positive impact on customer delight and employee perceptions of customer delight. In turn, employee perceptions of customer delight positively impact harmonious passion and job dedication. In addition, accountability for pleasing customers is a significant moderator of the relationship between employee perceptions of customer delight and harmonious passion, but not between employee perceptions of customer delight and job dedication.
Research limitations/implications
This research contributes to the ongoing debate on the viability of customer delight as a service standard by investigating the under-studied perspective of the frontline employee.
Practical implications
This research contributes to the debate on the value of customer delight as a service standard by investigating the under-studied perspective of the frontline employee. A key takeaway for practitioners is how to create and manage the delight spirals that can occur when customers are delighted.
Originality/value
This is the first study that evaluates antecedents and outcomes of employee-perceived customer delight in a single model. This is also the first study to measure the impact of employee perceptions of customer delight with field data.
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Brian R. Kinard, Michael L. Capella and Greg Bonner
Using adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates…
Abstract
Purpose
Using adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates and product evaluations.
Design/methodology/approach
A total of 475 subjects participated in two experiments that required them to read a scenario, evaluate a series of advertised products, and perform an aided price recall task.
Findings
The results suggest consumers are more likely to recall the correct price when more of the rightmost digits end in 0 or 9. Moreover, when prices are incorrectly recalled, consumers are likely to inadvertently assume prices end in commonly used rightmost digits (i.e. 5 and 9). Combined, the results demonstrate odd pricing effects are likely a result of marketplace price conditioning rather than truncation of rightmost digits as suggested by the analog model of numerical cognition.
Practical implications
Findings suggest that use of atypical rightmost digits in odd prices fails as a method to differentiate products in the mind of the consumer. This would explain the use of larger right ending digits by retailers in an effort to maximize profit without impacting consumer perceptions of quality, value, and purchase likelihood. In the absence of strong quality image effects, retailers are encouraged to continue the practice of setting prices with digits ending in 9.
Originality/value
A key theoretical implication of this study is that the underestimation heuristic based on leftmost digit processing fails to explain the results of the incorrectly recalled price estimates. As a result, adaptation‐level theory may provide a more robust explanation for odd pricing effects.
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Brian R. Kinard and Michael L. Capella
The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.
Abstract
Purpose
The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.
Design/methodology/approach
Based on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors.
Findings
Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast‐food restaurant).
Research limitations/implications
Care should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non‐personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected.
Practical implications
The results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits.
Originality/value
This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.
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Diem Chang and Brian H. Kleiner
States that the increased number of women in medicine has led to the subject of harassment growing as an issue. Discusses the current prevalence of cases providing a number of…
Abstract
States that the increased number of women in medicine has led to the subject of harassment growing as an issue. Discusses the current prevalence of cases providing a number of statistics. Looks at the reason for these statistics and highlights the consequences should these not be addressed. Suggests that a direct, progressive, multidisciplinary approach is needed to label and address each problem and outlines some steps already taken by some organizations.
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Agnes Lam and Brian H. Kleiner
Discusses the need for criminal checks to be done on prospective employees, providing examples of negligent recruitment. Outlines the reasons for such a policy before considering…
Abstract
Discusses the need for criminal checks to be done on prospective employees, providing examples of negligent recruitment. Outlines the reasons for such a policy before considering the difficulties involved. Provides recommendations for companies, including a written recruitment policy. Investigates the merits of in‐house security departments and security consultant services. Concludes that the initial expense can easily be outweighed by potential theft, fraud and legislative costs.
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Audrey A. Gramling, Karla M. Johnstone and Brian W. Mayhew
The purpose of this paper is to provide insight regarding past, present, and future research in behavioral auditing to Ph.D. students and other researchers seeking to identify…
Abstract
The purpose of this paper is to provide insight regarding past, present, and future research in behavioral auditing to Ph.D. students and other researchers seeking to identify productive opportunities for future research. Our analysis is informed by recent publication trends and interviews with twenty-one active researchers likely to shape behavioral auditing research in the next decade. The results demonstrate a shift in research interest toward topics including auditor independence, corporate governance, emerging audit approaches, and new assurance services. This shift highlights a growing popularity of research motivated by emerging practice trends and issues receiving attention by the SEC, AICPA, and ASB. Our interviewees stressed the importance of integrating multiple methodologies in future research. Overall, our results demonstrate that behavioral auditing research remains an active and successful area of literature.