“What sort of soil do rhododendrons like?” ‐ comparing customer and employee responses to requests for product‐related information

Kim Harris · Steve Baron · Barry J. Davies

44 citations0/0 files storedJournal of Services Marketing

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Service and Product Innovation

Abstract

The first objective of the study was to identify and classify product‐related information that customers expect to receive in interpersonal encounters with employees in a given retail environment. The second objective of the study was to compare the “ability” of both service employees and customers to provide the required information. The third objective was to identify characteristics of customers that differentiate them in terms of their role as on‐site information providers. The study was carried out by questionnaires conducted inside a DIY store. Findings suggest that customers should be encouraged to perform the role of on‐site information providers, responding to other customers’ requests for product‐related information.

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References

1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1996The Management of Customer-Contact Service Employees: An Empirical Investigation 1994Critical Service Encounters: The Employee's Viewpoint 1994Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 1997Customer voluntary performance: Customers as partners in service delivery

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2009The hospitality of the host: A cross-cultural examination of managerially facilitated consumer-to-consumer interactions 2008The influence of customer-to-customer interactions and role typology on customer reaction 2020Toward a resilient complex adaptive system view of business models 2012Self‐Service Operations at Retail Stores: The Role of Inter‐Customer Interactions

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