The Design of Experiential Services with Acclimation and Memory Decay: Optimal Sequence and Duration

Gupta, Aparupa Das; Karmarkar, Uday S.; Roels, Guillaume

doi:10.2139/ssrn.2326559

Cited by 12 publications

(22 citation statements)

References 41 publications

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“…Owing to the 30-period length of Experiment 2, participants in the low-anxiety condition exhibited increasing levels of anxiety as the simulation progressed while those in the high-anxiety condition maintained the sharp increase in anxiety they initially reported throughout. As such, we observed converging levels of change in net anxiety after Round 10, consistent with acclimation and learning effects observed in prior service operations research (Gupta et al 2016). Indeed, by the end of the task, participants in both the high-anxiety condition (M = 2.68, SD = 3.91 ; t(108) = 7.16, p < 0.01) and the low-anxiety condition (M = 1.71, SD = 3.08 ; t(109) = 5.81, p < 0.01) reported significant increases in anxiety over their baseline levels.…”

Section: Manipulation Checksupporting

confidence: 88%

Mitigating the Negative Effects of Customer Anxiety through Access to Human Contact

Shell

Buell²

2019

SSRN Journal

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Section: Manipulation Checksupporting

confidence: 88%

Mitigating the Negative Effects of Customer Anxiety through Access to Human Contact

Shell

Buell²

2019

SSRN Journal

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“…"Affect" refers to the emotional or behavioral responses that a customer has during an experience . Thus, affect-based scheduling research investigates how service schedules can impact affective elements such as acclimation and memory decay (Das Gupta et al, 2016) and surprise and anticipation . Researchers have provided empirical evidence that a customer's evaluation of service and future purchasing behaviors (Dixon and Verma, 2013) can be influenced by affect-based scheduling efforts and that affect phenomena can be incorporated into large scale complex scheduling efforts (Dixon and Thompson, 2016;Dixon and Thompson, 2013).…”

Section: Affect-based Service Schedulingmentioning

confidence: 99%

Service operations: what’s next?

Victorino

Buell³

et al. 2018

JOSM

103

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Purpose-The purpose of this article is to present exciting and innovative research questions in service operations that are aligned with eight key themes and related topics determined by the Journal of Service Management (JOSM) Service Operations Expert Research Panel. By offering a good number of such research questions, we provide a broad range of ideas to spur conceptual and empirical research related to service operations. As a result, we hope to encourage the continued creation of deep knowledge within the field, as well as collaborative research across disciplines that develop and incorporate insights from service operations. Design/methodology/approach-Based on a Delphi study, described in the companion article, "Service Operations: What Have We Learned?," the panel identified eight key research themes in service operations where leading-edge research is being done or has yet to be done (Victorino, et al., 2018). In this article, we select three or four topics within each theme and propose multiple questions for each topic to guide research efforts. The topics and questions, while wide-ranging, are representative of the many ongoing research opportunities related to service operations. Findings-The field of service operations has many interesting research topics and questions that are largely unexplored. Furthermore, these research areas are not only increasingly integrative across multiple themes within operations but often transcend functional disciplines. This creates opportunities for ever more impactful research with a greater reach throughout the service system and suggests that service researchers, regardless of functional affiliation, can contribute to the ongoing conversation on the role of service operations in value creation. Originality/value-We leverage the collective knowledge of the JOSM Service Operations Expert Research Panel to elaborate on the research themes generated from the Delphi study and put forward novel questions for future study. Recognizing that the number of potential research questions is virtually unlimited, we also provide summary questions by theme and topic. These questions represent a synopsis of the individual questions and can serve as a quick reference guide for researchers interested in pursuing new directions in conceptual and empirical research in service operations. This summary also serves as a framework to facilitate the formulation of additional research topics and questions.

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“…Second, Baucells and Sarin (2013) observed an acclimation effect, where customers' perceived value of similar events tends to decrease as consumption of such events increases. Future work could use models that include terms for intraevent acclimation, like Das Gupta et al (2016), and interbundle acclimation. Third, one could consider environments where event utilities are not constant, but are affected by the events with which they are bundled.…”

Section: Research Implicationsmentioning

confidence: 99%

“…Collectively, this research suggests that behavioral-design principles warrant additional research. We are interested in understanding how to incorporate them most effectively into practice, where scheduling models such as those proposed by Das Gupta et al (2016) and Dixon and Thompson (2016) are constrained by the timing and bundling flexibility of individual events.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Timing and Bundling Flexibility on Affect‐Based Service Package Design

Dixon

Thompson

2019

Decision Sciences

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Past research has provided evidence that customers’ affective responses to service packages, or bundles, include aspects related to the content of the bundle and the timing of bundle elements, or events. Service design efforts that attempt to maximize these affective responses may be inhibited by the degree to which an event is flexible across time and across contextual fit. This article uses numerical simulation of an artificial problem to test hypotheses about the impact of timing flexibility and contextual‐fit flexibility on affect‐based design efforts and provides insight about how differing levels of flexibility constrain or enable designers’ ability to create bundles and schedules that adhere to behavioral‐based design attributes such as the peak, end, trend, and spread effects. Our findings suggest that different kinds of flexibility enable affect‐based schedules in different manners, and managers should consider the impact that flexibility will have on successful affect‐based scheduling efforts.

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The Design of Experiential Services with Acclimation and Memory Decay: Optimal Sequence and Duration

Cited by 12 publications

References 41 publications

Mitigating the Negative Effects of Customer Anxiety through Access to Human Contact

Mitigating the Negative Effects of Customer Anxiety through Access to Human Contact

Service operations: what’s next?

The Impact of Timing and Bundling Flexibility on Affect‐Based Service Package Design

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