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Under-over benefitting perceptions and evaluation of services

Under-over benefitting perceptions and evaluation of services Purpose– In the context of service exchanges, the purpose of this paper is to examine the form of the link from under-benefitting (customers receive less than they invest) vs over-benefitting (customers receive more than they invest) perceptions to customer service evaluations. The authors assess three competing hypotheses: maximization, fairness, and the asymmetric hypotheses. Design/methodology/approach– Linear and nonlinear relationships between under-over benefitting perceptions and service evaluations are examined following a test-retest approach. These relationships are investigated in four samples from two survey studies: hotels (Time 1, n=591; Time 2, n=512) and restaurants (Time 1, n=536; Time 2, n=473). Findings– Results confirmed the existence of asymmetrical curvilinear relationships. Service evaluations improve sharply when perceptions move from under-benefitting perceptions to balanced situations. However, service evaluations do not improve in high over-benefitting situations. Practical implications– The design of employee tasks and services should avoid both under-benefitting perceptions and a disproportionate maximization of customer benefits. Originality/value– Previous research studies have investigated these types of relationships by computing linear relationships or comparing different groups of customers. The current research tests the link from under-over benefitting perceptions to customer service evaluations by also considering nonlinear relationships. This approach supports an asymmetrical curvilinear relationship that captures the complexity of service exchanges. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Theory and Practice Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2055-6225
DOI
10.1108/JSTP-11-2014-0249
Publisher site
See Article on Publisher Site

Abstract

Purpose– In the context of service exchanges, the purpose of this paper is to examine the form of the link from under-benefitting (customers receive less than they invest) vs over-benefitting (customers receive more than they invest) perceptions to customer service evaluations. The authors assess three competing hypotheses: maximization, fairness, and the asymmetric hypotheses. Design/methodology/approach– Linear and nonlinear relationships between under-over benefitting perceptions and service evaluations are examined following a test-retest approach. These relationships are investigated in four samples from two survey studies: hotels (Time 1, n=591; Time 2, n=512) and restaurants (Time 1, n=536; Time 2, n=473). Findings– Results confirmed the existence of asymmetrical curvilinear relationships. Service evaluations improve sharply when perceptions move from under-benefitting perceptions to balanced situations. However, service evaluations do not improve in high over-benefitting situations. Practical implications– The design of employee tasks and services should avoid both under-benefitting perceptions and a disproportionate maximization of customer benefits. Originality/value– Previous research studies have investigated these types of relationships by computing linear relationships or comparing different groups of customers. The current research tests the link from under-over benefitting perceptions to customer service evaluations by also considering nonlinear relationships. This approach supports an asymmetrical curvilinear relationship that captures the complexity of service exchanges.

Journal

Journal of Service Theory and PracticeEmerald Publishing

Published: Jul 11, 2016

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