Cathy Goodwin and Kelly L. Smith
Suggests that an understanding of the difference betweenfriendliness and courtesy can help providers to meet customerexpectations and improve perceptions of service quality in a…
Abstract
Suggests that an understanding of the difference between friendliness and courtesy can help providers to meet customer expectations and improve perceptions of service quality in a variety of service situations. Focuses on the issue of first‐name usage as a gesture of friendliness which is open to misinterpretation. Notes that this aspect of friendliness has been much debated in the popular press and has been identified as part of consumer service by some service organizations. Concludes that consumers express strong preferences for the level of friendliness they want from any type of service encounter, and that expectations will vary from one service to another and also from one customer to another.
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Cathy Goodwin and Larry Lockshin
Considers the growing importance of the solo consumer in today′sservices marketplace. Suggests that marketers need to adapt to suchconsumers instead of stereotyping them and…
Abstract
Considers the growing importance of the solo consumer in today′s services marketplace. Suggests that marketers need to adapt to such consumers instead of stereotyping them and perceiving them as “lonely” in a negative manner, which will only serve to drive away business. Examines the ways consumers canbecome stigmatized as a result of their treatment in the services marketplace. Offers suggestions for improving service to existing customers and for identifying future opportunities in reaching this growing market segment.
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Scene I: A major hotel. 1. Guest A called the desk right after check‐in to report a burned‐out light bulb and an absence of hot water; both were fixed in an hour. Guest A also…
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Scene I: A major hotel. 1. Guest A called the desk right after check‐in to report a burned‐out light bulb and an absence of hot water; both were fixed in an hour. Guest A also slept better, as the hotel assigned him a quiet room when he identified himself as a light sleeper. Guest B did not communicate to management until check‐out time, when he complained that there was no hot water and he had to read in the dark; he was overheard by new guests checking in, who asked if the hotel was undergoing a disaster.
Suggests that theories of procedural fairness can offer insightsinto the effectiveness of complaint‐handling strategies. Discussescomplaint‐handling strategies, equity theory…
Abstract
Suggests that theories of procedural fairness can offer insights into the effectiveness of complaint‐handling strategies. Discusses complaint‐handling strategies, equity theory, distributive fairness, procedural fairness, interactional fairness and how marketers can best satisfy complainers. Concludes that firms need to have complaints procedures which consumers feel treat them fairly; which involves appearing genuinely responsive, rather than offer apologies by rote.
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States how marketers have been traditionally advised to allowunhappy customers to voice their opinions freely, offering apologies.Suggests that theories of procedural fairness…
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States how marketers have been traditionally advised to allow unhappy customers to voice their opinions freely, offering apologies. Suggests that theories of procedural fairness such as equity theory can provide understanding of the effectiveness of such complaint‐handling strategies. Argues that an apology cannot compensate for lack of a tangible outcome such as a refund. Concludes with a consideration of how marketers may be able to satisfy their complainers more effectively.
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The aim of this study is to compare print and e-book use for identical titles in the e-Duke Scholarly Collection (e-DSC) from 2011 to 2013 to determine format preference for a…
Abstract
Purpose
The aim of this study is to compare print and e-book use for identical titles in the e-Duke Scholarly Collection (e-DSC) from 2011 to 2013 to determine format preference for a discrete collection of titles in humanities and social sciences.
Design/methodology/approach
Use statistics for the e-DSC were downloaded from the e-book platform by title and call number to determine use by title and subject. Circulation statistics were culled from the library’s integrated library system for the same titles to compare e-book use to that of the same print title.
Findings
Although e-books had a high number of titles with use as a per cent of the collection, examination of substantive use shows a slight preference for print. While 73 per cent of the e-books garnered enough interest to click on them, only 12 per cent had substantive use.
Research limitations/implications
The e-DSC changed platforms in December 2013. The new platform does not require users to create an account to download e-book sections and digital rights management limitations have been removed. The same examination of collection use in 2.5 years on the new platform will provide an interesting comparison on the function of platform on e-book use.
Originality/value
The comparison of identical print and e-titles is less studied and includes the examination of “substantive use” in comparing print to e-book use.
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Although services research has made extensive use of metaphors, there is a need to understand the way metaphors incorporate assumptions about the phenomenon under study, the focus…
Abstract
Although services research has made extensive use of metaphors, there is a need to understand the way metaphors incorporate assumptions about the phenomenon under study, the focus of research attention and managerial implications. Defines metaphors as a transfer of information from the familiar to the unfamiliar, emphasizing the cognitive rather than literary properties of metaphor. While several metaphors have been presented in the services literature, factory and drama metaphors predominate. An analysis of recent publications suggests that use of factory or drama metaphors reflects an implicit model of services, and researchers blend factory and drama metaphors to take into account the human qualities of service inputs. Addresses concerns expressed by those who criticize the use of metaphor in social science research and suggests that metaphors can contribute to increased creativity in services research.
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Raymond P. Fisk and Stephen J. Grove
In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative…
Abstract
In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative perspectives concerning the marketing enterprise are generally welcome, little effort has been devoted to providing a specific vehicle for their development. This special issue of the European Journal of Marketing represents an attempt to rectify that circumstance. Discusses in broad terms the relationship of impression management to marketing, while arguing that much room for applications such as impression management’s drama metaphor abound. To demonstrate the efficacy of impression management for marketing, briefly presents the four articles that comprise this special issue. Finally, registers a call for continued work in the area of impression management’s application to marketing.
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Michael R. Bowers, Charles L. Martin and Alan Luker
Offers a fresh outlook for managing the delicate interactionbetween the customer and the contact employee in the serviceenvironment. Emphasizes that the quality of the…
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Offers a fresh outlook for managing the delicate interaction between the customer and the contact employee in the service environment. Emphasizes that the quality of the customer‐employee interfacehas a great effect on customers′ perceptions of the quality and value of the service, as well as on their satisfaction. Suggests a model of how companies can improve this interface by treating employees ascustomers and customers as employees, thus developing lower cost and higher quality services and also higher levels of satisfaction on the part of both customers and employees. Recommends various steps for management to take.
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David E. Bowen, Raymond P. Fisk, John E.G. Bateson, Leonard L. Berry, Mary Jo Bitner, Stephen W. Brown, Richard B. Chase, Bo Edvardsson, Christian Grönroos, A. Parasuraman, Benjamin Schneider and Valarie A. Zeithaml
A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of…
Abstract
Purpose
A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of those pioneering founders.
Design/methodology/approach
Bowen and Fisk specified three criteria by which to identify a pioneering founder. In total, 11 founders met the criteria (Bateson, Berry, Bitner, Brown, Chase, Edvardsson, Grönroos, Gummesson, Parasuraman, Schneider and Zeithaml) and were invited to join Bowen and Fisk – founders that also met the criteria as coauthors. Ten founders then answered a set of questions regarding their careers as service scholars and the state of the field.
Findings
Insightful reflections were provided by each of the ten pioneering founders. In addition, based on their synthesis of the reflections, Bowen and Fisk developed nine wisdom themes for service researchers to consider and to possibly act upon.
Originality/value
The service research field is in its fifth decade. This article offers a unique way to learn directly from the pioneering founders about the still-relevant history of the field, the founders' lives and contributions as service scholars and the founders' hopes and concerns for the service research field.