Predictability and Personalization in the Service Encounter

Carol F. Surprenant · Michael R. Solomón

1,135 citations0/0 files storedJournal of Marketing

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Customer Service Quality and Loyalty Service and Product Innovation AI in Service Interactions

Abstract

Service marketers are confronted with two conflicting goals when designing service delivery systems, efficiency and personalization. The relative importance of each factor is determined by the nature of the specific service to be rendered, and by participants’ expectations about degree of personalization. A study was conducted to test two assertions: (1) service personalization is a multidimensional construct and (2) all forms of personalization do not necessarily result in greater consumer satisfaction with the service offering. Three types of personalization strategies were proposed and operationalized in a simulated banking setting. Evaluations of service encounters that differed in the degree and type of personalization employed indicate that personalization is not a unitary phenomenon and must be approached carefully in the context of service design.

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References

1982An Investigation into the Determinants of Customer Satisfaction 1985A Role Theory Perspective on Dyadic Interactions: The Service Encounter 1983Classifying Services to Gain Strategic Marketing Insights 1984Strategic Management and Marketing in the Service Sector 1982An Investigation into the Determinants of Customer Satisfaction

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