Journal of Services Marketing

Baron, Steve; Russell-Bennett, Rebekah

2016 Journal of Services Marketing

doi: 10.1108/JSM-08-2016-0292

PurposeThe purpose of this paper it to highlight the challenges of managing and handling data for services marketers that have been brought about by the contemporary environment and emerging schools of thought.Design/methodology/approachA comparison is made between conventional data collection and statistical analysis, and the need to glean information from large, pre-existing data sets for future contributions to service research.FindingsFor service marketers to tackle real world, large problem areas, there will be a need to develop methods of dealing with data which pre-exist in many forms, as well as data that are collected via well-established procedures.Originality/valueThe study should be an encouragement for services marketing researchers to develop innovative methods of data handling which recognize a world of burgeoning data sources and types.

Sheng, Xiaojing; Siguaw, Judy A.; Simpson, Penny M.

2016 Journal of Services Marketing

doi: 10.1108/JSM-03-2016-0116

PurposeThe purpose of this paper is to empirically demonstrate an effective method for assessing how servicescape attributes shape consumer well-being and to highlight the value of importance-performance analysis (IPA) within a services context.Design/methodology/approachThis study surveyed frequent visitors to a travel destination to determine their perceived importance of and satisfaction with servicescape attributes. The responses were analyzed using a series of importance-performance analyses to determine the impact of each servicescape attribute on consumer well-being.FindingsKey servicescape attributes contributing to the well-being of frequent visitors to a destination were identified. For example, weather; friendly residents; restaurants; and interaction with locals were identified as attributes with a “high impact” on well-being, although weather and friendly residents were satisfiers and restaurants and interaction with locals were identified as dissatisfiers. In total, 23 servicescape attributes were plotted on a matrix depicting each attribute’s range and type of impact.Practical ImplicationsThis study provides practitioners with an idea of which servicescape attributes are important in improving well-being and illustrates how IPA may be used to identify attributes of any transformative service. Additionally, the analysis helps managers prioritize servicescape attributes for a more ideal allocation of scarce resources. These findings should be applicable to various contexts.Originality/valueThis paper is the only known study to examine effects of servicescape attributes on consumer well-being and one of few to use the modified IPA in a services context.

Wakefield, Kirk L.; Blodgett, Jeffrey

2016 Journal of Services Marketing

doi: 10.1108/JSM-08-2016-0291

PurposeThe purpose of the paper is to review the contribution of the paper, “The Importance of Servicescapes in Leisure Service Settings” to the discipline and to offer directions for further research and developments in the research area.Design/methodology/approachKey findings from research streams in sports and entertainment, leisure and hospitality, and services and retail marketing, which emanated from the publication of the paper, are highlighted. Opportunities for future research are discussed.FindingsThe importance of the servicescape in leisure settings has become even greater on a national and global basis as individuals spend more time, money and effort pursuing hedonic consumption in service settings. More research is needed within specific service contexts among and between individuals, groups and cultures to determine the holistic and particular influences of the physical environment on consumer response.Research limitations/implicationsWith increased co-production of service experiences, including the integration of technology and mobile/wearable devices, marketers and researchers must better understand the role of the physical surroundings on individual, group and organizational behavior in the evolving servicescape.Originality/valueThe original paper motivated significant, highly cited studies in multiple disciplines integrated and overlapping with services and retail marketing. Taking a historical perspective encourages other researchers to conduct research of personal interest to address theoretical, methodological and practical issues. The retrospective analysis by the authors gives insight into the thought processes associated with understanding key aspects of the servicescape that contribute to the historical development of services marketing and offers food for thought (if not ambience and layout) for future research directions.

Lin, Ingrid Y.

2016 Journal of Services Marketing

doi: 10.1108/JSM-08-2015-0258

PurposeAmong the many studies relating to servicescapes, the emphasis has mainly been on the effect of specific environmental attributes on customer perceptions, emotions and behaviors. Many servicescape studies have not included visual servicescape aesthetics and the overall significance that visual aesthetics hold for a particular consumer in his or her relationship with the servicescape. Yet, servicescape appearance represents the central channel for the formation of consumer–product (e.g. servicescape) relationships. Limited studies have examined consumers’ visual servicescape aesthetics comprehension and appreciation (VSACA) or consumers’ relationship with a specific servicescape and how consumers evaluate a servicescape from a visual aesthetics perspective. This study aims to operationalize and measure VSACA and to examine the validity of a proposed comprehensive model that encompasses the direct effects of VSACA on perceived perceptual experience quality (PPEQ), pleasure and arousal; PPEQ, pleasure and arousal on satisfaction; satisfaction on willingness to pay more; and the mediation effects of PPEQ, pleasure and arousal on the relationship between VSACA and satisfaction.Design/methodology/approachThis is an experimental design study with two treatments. Fictitious boutique hotel lobby and classic hotel lobby video clips were created with the appropriate manipulation of visual aesthetics attributes. A random sample of 600 individuals over the age of 18 was drawn from a nationwide (USA) list purchased from a third-party commercial list service. After preliminary analysis, about 12 per cent were eliminated because of unusable responses or missing data. The data from 550 participants were used in the final analyses – 218 males and 332 females. Participants were asked to view a video clip of a hotel lobby online. After viewing the video clip, subjects completed an online survey instrument. The hypothesized model was then tested using structural equation modeling.FindingsResults of this study suggest that individuals’ VSACA directly influences their PPEQ, pleasure and arousal. PPEQ and pleasure also directly influence satisfaction and indirectly mediate the relationship between VSACA and satisfaction. Finally, satisfaction directly affects willingness to pay more. Additional new findings are also discussed in the paper.Research limitations/implicationsThis study is limited by focusing primarily on the individuals’ VSACA of a hotel lobby; non-visual components were not considered as part of the VSACA construct. Results should, therefore, be generalized to other similar settings with caution. Future research can integrate both visual and non-visual servicescape aesthetics comprehension and develop a new scale to measure them. Future research can also build on the support of the current proposed theoretical model by testing it in different service contexts and across different groups of participants.Practical implicationsThis research provides evidence to hotel service providers that VSACA plays an important role in influencing consumers’ emotions, satisfaction and behavioral intentions. The results imply that understanding customers’ simultaneous cognitive-emotional processing of servicescape aesthetics is crucial. Hotel developers and managers can engage potential customers in the designing and planning of a servicescape by conducting focus group research prior to the actual implementation of the servicescape attributes and construction.Originality/valueThis study represents the first research to extend and investigate the concept of visual aesthetics comprehension in the context of the hotel lobby servicescape beyond just product goods. This study contributes to the services marketing literature by confirming the importance and powerful direct effects of VSACA on individuals’ PPEQ, pleasure, arousal and willingness to pay more. Moreover, PPEQ and pleasure mediate the relationship between VSACA and overall satisfaction.

Fan, Alei; Wu, Luorong (Laurie); Mattila, Anna S.

2016 Journal of Services Marketing

doi: 10.1108/JSM-07-2015-0225

PurposeTo enhance customer experiences, firms are increasingly adding human-like features to their self-service technology (SST) machines. To that end, the purpose of the present study is to examine customer interactions with an anthropomorphic machine in a service failure context. Specifically, the authors investigate the joint effects of machine voice, an individual’s sense of power and the presence of other customers in influencing customers’ switching intentions following an SST failure.Design/methodology/approachIn this study, the authors used a quasi-experimental design in which they manipulated voice type (anthropomorphic vs robotic) and the presence of other customers (present vs absent) in video-based scenarios while measuring customers’ sense of power. The scenarios reflected a service failure experience with a self-service kiosk at an airport. The authors tested the hypotheses using PROCESS analyses with the Johnson–Neyman technique.FindingsConsumer reactions to SST failures vary depending on the degree of anthropomorphism associated with an SST machine, an individual’s sense of power and the presence of other customers.Research limitations/implicationsField inquiry and an investigation in other SST contexts or of other anthropomorphic features are needed to generalize the findings.Practical implicationsService providers targeting powerful consumers should consider the social presence of others when incorporating anthropomorphic features into their SST facilities.Originality/valueThis study is the first to examine consumer responses to service failures in an anthropomorphic SST context.

Hur, JungYun (Christine); Jang, SooCheong (Shawn)

2016 Journal of Services Marketing

doi: 10.1108/JSM-08-2015-0263

PurposeGiven the increasing importance of relationship management in service recovery encounters, this study aims to investigate the role of consumer–organization relationship norms (communal versus exchange) in connection with the service recovery process.Design/methodology/approachBased on a thorough review of the previous literature, the model was developed. Using a scenario-based survey method, a total of 204 usable responses were obtained via self-administered questionnaires in the USA. Anderson and Gerbing’s two-step approach was used to assess the measurement and structural models.FindingsThe findings indicate that consumers’ recovery processes are influenced by relationship norms. For consumers in the communal relationship, perceived social recovery had a greater influence on satisfaction with the service recovery. Consumers in the exchange relationship reacted more sensitively to perceived economic recovery in terms of satisfaction with the service recovery.Research limitations/implicationsThe focus of this study is restaurant consumers’ responses to service recovery in the context of an established relationship. Therefore, the results may not be generalizable for other consumers and segments.Practical implicationsThe findings have important implications for increasing the understanding of consumer behavior in established relationships and suggesting effective recovery strategies.Originality/valueThis study investigates the effect of different relationship norms that could explain varying consumer responses to service recovery within a high-quality relationship. It also provides directions for improving consumers’ satisfaction with service recovery. This differs from previous studies that mainly focused on relationship quality.

Larson, Lindsay R.L.; Bock, Dora Elizabeth

2016 Journal of Services Marketing

doi: 10.1108/JSM-09-2015-0281

PurposeRecent evidence on consumer decision-making suggests that highly complex choice scenarios lead consumers to use simplistic decision heuristics, often resulting in suboptimal decision-making. This study aims to investigate the relationships among consumers’ primary information source, patient satisfaction and patient well-being, specifically focused on the search for mental health professionals. The selection of a mental health provider is of interest, because practitioners work from a highly diverse set of theoretical bases, may hold a wide range of different credentials and provide drastically different therapeutic approaches, therefore making the selection complex and difficult for consumers to self-navigate.Design/methodology/approachThree studies were undertaken, with data sampling from both patients of mental health services and practitioners.FindingsConsumers selecting a provider based on self-performed searches, rather than receiving external input (referrals from physicians, relatives or friends), report lower satisfaction with their mental health provider. In turn, patient satisfaction positively impacts patient well-being. Practitioner data corroborate these findings, revealing that a large percentage of patients stem from a self-performed internet search, though mental health providers recognize that external referrals are likely to lead to better outcomes.Originality/valueThe results reveal the importance of understanding the consumer search and, particularly, the use of the internet as a search tool. The results present several implications for service providers, including the need to identify patients’ primary source utilized within an information search, as it can adversely impact patient satisfaction.

Minkiewicz, Joanna; Bridson, Kerrie; Evans, Jody

2016 Journal of Services Marketing

doi: 10.1108/JSM-04-2015-0156

PurposeThe increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate with customers to facilitate consumption of cultural experiences through the lens of co-production. Although organisations are typically an integral part of the co-production process, co-production is typically considered from a consumer angle. Aligned with the service ecosystem perspective and value-in-cultural context, this research aims to provide greater insight into the processes and resources that institutions apply to co-produce experiences with consumers and the drivers and inhibitors of such processes.Design/methodology/approachCase study research with three exemplar organisations, using in-depth interviews with key informants was used to investigate the processes organisations follow in co-producing the service experience with customers, as well as the drivers and inhibitors of organisational co-production of the service experience in the cultural sector.FindingsThe findings illuminate that cultural organisations are co-producing the service experience with their customers, as revealed through a number of key processes: inviting customers to actively participate in the experience, engaging customers and supporting customers in the co-production of the experience. Increasingly demanding consumers and a changing competitive landscape are strong external drivers of co-production. Visionary leadership and consumer-focussed employees are internal factors impelling organisations to co-produce experiences with consumers. A strong curatorial orientation, complex organisational structure, employee attitude and capability gaps and funding constraints are impediments towards organisations co-producing experiences with consumers.Originality/valueThis paper addresses a gap in Service-Dominant logic theory, arts/cultural marketing and broader services marketing literature by proposing a broadened conceptualisation of co-production of the service experience. This conceptualisation can be used as a platform to derive strategic imperatives for managers of service organisations. The findings highlight the key practices and resources that are central to organisations co-producing experience with customers. In this way, greater understanding of institutional logics and practices that underpin experience co-production emerges.

Koku, Paul Sergius; Savas, Selen

2016 Journal of Services Marketing

doi: 10.1108/JSM-03-2016-0103

PurposeThis paper aims to examine the connection between restaurant tipping propensity and customers’ susceptibility to emotional contagion (EC) in an effort to shed more light on consumers’ inclination to pay more for a service than they are legally obligated to (that is to pay more than the price by tipping).Design/methodology/approachIn this study, two different instruments (Tipping Motivations Scale and Emotional Contagion Scale) were simultaneously administered online to restaurant patrons. The simultaneous administration of the instruments allows the researchers to capture not only tipping propensity but also the linkage between tipping propensity and customers’ susceptibility to EC.FindingsThe results show that customers’ susceptibility to EC, social compliance and server actions has the most effect on intention to tip in restaurants in Turkey. These findings support the notion that universal human characteristics such as the tendency to reciprocate (Hatfield et al., 1993) influence consumers’ propensity to tip regardless of the culture.Research limitations/implicationsWhile the results of this study offer some insight into why restaurant patrons tip, the fact that the study was carried out only in Turkey which has a collectivist culture limits the generalizability of the results to other societies that may be individualistic in orientation.Practical implicationsThe findings of this study can be used by restaurant managers in training their employees and improving their customer patronage, particularly patronage from repeat customers. Similarly, the results could be used by restaurant servers to improve their income.Social implicationsThe results of the study have potential to enhance the mutually beneficial relationship that should exist between restaurants and restaurant patrons. Indirectly, the results of the study could improve collective societal good.Originality/valueThis study, to the best of the authors’ knowledge, is one of the first to use the Tipping Motivations Scale (Whaley et al., 2014) in a different culture (Eurasia) and explain consumers’ tipping propensity explicitly using the concept of EC.