Customer confidence: the development of a “pre‐experience” concept

Robert B. Johnston · Derek Talbot

56 citations0/0 files storedInternational Journal of Service Industry Management

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Customer Service Quality and Loyalty Policing Practices and Perceptions Patient Satisfaction in Healthcare

Abstract

Purpose The purpose of this paper is to better understand the concept of “confidence”, to assess its relationship with customer contact and to identify the dimensions and triggers of “confidence” in an important organisation with which many people may have only limited contact. Design/methodology/approach The research was commissioned by the Northamptonshire Police in the UK and was based on data collected through focus groups held in the area. The groups were split into individuals who had limited contact with the police and individuals who had traumatic dealings with the police (e.g. had been the victim of a serious crime). Findings The findings supported earlier research which suggested that there was a fall in confidence after contact with the police. The analysis of the discussions revealed four key dimensions of confidence (i.e. what made people feel confident). Several types of confidence triggers were also identified, over some of which the police have control, pre‐contact, during contact and post‐contact. Research limitations/implications The research focused on one public sector organisation using a small number of focus group interviews. Originality/value Organisations can influence, at least to some extent, consumer confidence before use. The research also questions whether some organisations should assess confidence rather than, or in addition to, satisfaction.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 2010Satisfaction: a behavioral perspective on the consumer 1993The Antecedents and Consequences of Customer Satisfaction for Firms 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden 1994Characteristics of partnership success: Partnership attributes, communication behavior, and conflict resolution techniques 1993The Nature and Determinants of Customer Expectations of Service 1994Dyadic Business Relationships within a Business Network Context

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