The impact of demographic similarity on customers in a service setting

Çavuşgil, Erin; Yayla, Serdar; Kutlubay, Omer Cem; Yeniyurt, Sengun

doi:10.1016/j.jbusres.2021.09.030

Cited by 13 publications

(4 citation statements)

References 71 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The servuction model is one of the earliest models to conceptualize the role of other customers in the service delivery process and emphasize the influence of CCI on customers’ service perceptions (Cavusgil et al , 2022; Colm et al , 2017; Nicholls, 2010). Even if it is not the most cited services marketing model, it arguably is one of the most influential (Bowen, 2023), with strong effects on early service scholars (Berry and Parasuraman, 1993; Fisk et al , 1993).…”

Section: Resultsmentioning

confidence: 99%

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Furrer,

Landry,

Baillod

2023

JSM

View full text Add to dashboard Cite

Purpose This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid. Design/methodology/approach Noting the lack of theoretical frameworks of CCI management, this study adopts a problematization approach to identify foundational services marketing models, question their underlying assumptions, develop an alternative conceptual framework and evaluate its adequacy for CCI management, on the basis of a systematic literature review and content analyses. Findings By revisiting the assumptions underlying three relevant models in the light of the present-day, technology-infused service environment, this study proposes a four-triangle CCI management framework encompassing four specific modes of CCI management: managerial decisions by the firm; frontline employees; the design of the physical environment; and technology. Furthermore, this study emphasizes the triadic relationships involving the focal customer, other customers and the four modes of CCI management. Building on these findings, this study concludes with an extensive research agenda. Originality/value To the best of the authors’ knowledge, this study represents the first scholarly effort in services marketing literature to provide a comprehensive, theoretically grounded framework of CCI management. With its basis in foundational models, the new framework is well-suited to address future challenges to service marketplaces too.

show abstract

Section: Resultsmentioning

confidence: 99%

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Furrer,

Landry,

Baillod

2023

JSM

View full text Add to dashboard Cite

show abstract

“…The purchase frequency significantly influences unplanned purchasing behavior (Inman et al , 2009). In addition, the income level not only significantly affects customers’ expenditure level (Cavusgil et al , 2022) but also their unplanned purchase behavior (Stilley et al , 2010). Therefore, this study used the type of loyalty program enterprises and the monthly income as control variables.…”

Section: Methodsmentioning

confidence: 99%

Hedonic adaptation to preferential treatment: the moderating effect of the structural characteristics of loyalty programs

Ren

2023

NBRI

View full text Add to dashboard Cite

Purpose As internet dividends are gradually disappearing, loyalty programs have become the panacea for monetizing traffic, attracting new customers and retaining existing customers. Improving their effectiveness has thus become key to enterprises’ market competitiveness. However, member customers’ hedonic adaptation to this relationship strategy undermines its effectiveness. Based on the hedonic adaptation theory, this study aims to analyze the process of member customers' hedonic adaptation to preferential treatment in loyalty programs and explore the boundary conditions of alleviating this effect. Design/methodology/approach This study surveyed 271 member customers in China and tested the hypothesized relationships using structural equation modeling and multigroup analysis. Findings Preferential treatment suffers from hedonic adaptation to member customer engagement and customer gratitude, and customer tenure is a key condition for these effects. Customer gratitude is an intermediary mechanism that explains the hedonic adaptation effect of preferential treatment to member customers engagement. In addition, the structural characteristics of loyalty programs form the boundary condition that alleviates hedonic adaptation. The authors found that high-tier and -payment strategies are more likely to mitigate hedonic adaptation of preferential treatment to customer gratitude. Originality/value This study elucidates the factors that influence the effectiveness of preferential treatment and provides constructive insights into customer relationship management and for improving enterprise performance.

show abstract

“…For example, sharing a birthday can increase cooperation (Miller et al, 1998), acquiescence to requests (Burger et al, 2004), and service engagement (Jiang et al, 2010); while sharing a last name can impact completeness and promptness of customer survey responses (Guèguen et al, 2005). Brendl et al (2005) reported that shoppers are more prone to choosing candy brands sharing the first initial of their first name (e.g., Snickers for Sarah), while more recent research indicates that when customers share certain demographic similarities with other customers during a service encounter, they are inclined to exhibit higher repatronage intentions and expenditure levels (Cavusgil et al, 2022). Explanations for these effects have tended to emerge from heuristic information processing among decision‐makers, where incidental similarities tend to inadvertently trigger positive emotional or behavioral responses (Burger et al, 2004).…”

Section: Conceptual Background and Hypotheses Developmentmentioning

confidence: 99%

“…Incidental similarities may be a vehicle to expedite emotional receptivity (Lim et al, 2017) and the development of this kind of relational connection, which should generate higher levels of satisfaction and stronger repatronage intentions (Taylor & Baker, 1994). Regarding the latter, research revealed that racial congruity in advertisements can increase repurchase intentions (Simpson et al, 2000), and intercustomer demographic similarities can increase expenditure levels (Cavusgil et al, 2022; Hanks et al, 2017) and positive word‐of‐mouth (Hanks et al, 2017). We posit that incidental similarities are likely to generate similar positive outcomes, leading to the following:…”

Section: Conceptual Background and Hypotheses Developmentmentioning

confidence: 99%

An examination of frontline employee–customer incidental similarities in service failure and recovery contexts

Hall

Jaramillo

Baker

et al. 2023

Psychology and Marketing

View full text Add to dashboard Cite

Developing rapport during the "moment of truth" when frontline employees (FLEs) interact with customers has long been an important topic for researchers and managers. We suggest incidental similarities-seemingly trivial shared points of comparison between customers and FLEs-can play a vital role during this juncture in service failure and recovery contexts. Across two experimental studies, we investigate several relationships impacted by the presence or absence of an incidental similarity between FLEs and customers for their effect on satisfaction and repatronage intentions. Results suggest incidental similarities can reduce failure attributions toward service providers and improve these important customer-related outcomes (study 1). Results of study 2 extend our findings, demonstrating that rapport can serve as a mediating mechanism explaining the relationship between incidental similarities and these key service outcomes. Study 2 also reveals that FLE authenticity acts as a boundary condition of this relationship, accentuating the indirect, conditional relationships between incidental similarities, and satisfaction and repatronage intentions. Critically, we demonstrate that an incidental similarity can be even more effective when there is no recovery. By pointing out the role of incidental similarities in service encounters, our research makes significant contributions to aiding understanding of how rapport can be developed during the relatively brief time customers interact with service employees.

show abstract

The impact of demographic similarity on customers in a service setting

Cited by 13 publications

References 71 publications

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Managing customer-to-customer interactions: revisiting older models for a fresh perspective

Hedonic adaptation to preferential treatment: the moderating effect of the structural characteristics of loyalty programs

An examination of frontline employee–customer incidental similarities in service failure and recovery contexts

Contact Info

Product

Resources

About