Developing a deeper understanding of positive customer feedback

Developing a deeper understanding of positive customer feedback PurposeThe purpose of this paper is to highlight the importance and extend the understanding of the underresearched concept of personal positive customer feedback (PCF). By comparing and contrasting front-line employees’ (FLEs) and customers’ perspectives, this study aims to develop a deeper understanding of the main elements, characteristics of PCF, its various impacts and the perceived importance of this phenomenon for both parties.Design/methodology/approachAn exploratory research study was conducted using a novel integrated methodological approach combining two well-established qualitative techniques: structured Laddering interviews and various elements of the Zaltman Metaphor Elicitation Technique. In total, personal interviews with 40 participants consisting of 20 customers and 20 FLEs were conducted.FindingsThis study conceptualizes personal PCF in the service literature by identifying the various PCF elements and characteristics. The authors extend PCF understanding beyond what the current literature shows (i.e. gratitude, compliments) by identifying nine characteristics of PCF. This study also proposes a number of impacts on both customers and FLEs. While both customers and FLEs have a similar understanding of the various elements and characteristics of PCF, the significance of the various elements and the subsequent impacts vary between the two groups. Finally, three key themes in PCF handling that help position PCF within the extant customer management literature are identified and discussed.Research limitations/implicationsThis study contributes to a well-rounded understanding of customer feedback by counter-balancing the prevailing focus on customer complaining behaviour and proposing a complimentary look at the positive valence of personal feedback. It also provides managerial implications concerning the management of positive service encounters, an emerging topic within service research.Originality/valueThis multidisciplinary study is the first to extend the understanding of personal PCF by comparing and contrasting customers’ and FLEs’ perspectives. The findings of this study highlight the need to explore the positive side of service interactions to create positive service experiences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Developing a deeper understanding of positive customer feedback

Loading next page...
 
/lp/emerald/developing-a-deeper-understanding-of-positive-customer-feedback-h4ZRQc0EG6
Publisher
Emerald Group Publishing Limited
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
D.O.I.
10.1108/JSM-07-2016-0263
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to highlight the importance and extend the understanding of the underresearched concept of personal positive customer feedback (PCF). By comparing and contrasting front-line employees’ (FLEs) and customers’ perspectives, this study aims to develop a deeper understanding of the main elements, characteristics of PCF, its various impacts and the perceived importance of this phenomenon for both parties.Design/methodology/approachAn exploratory research study was conducted using a novel integrated methodological approach combining two well-established qualitative techniques: structured Laddering interviews and various elements of the Zaltman Metaphor Elicitation Technique. In total, personal interviews with 40 participants consisting of 20 customers and 20 FLEs were conducted.FindingsThis study conceptualizes personal PCF in the service literature by identifying the various PCF elements and characteristics. The authors extend PCF understanding beyond what the current literature shows (i.e. gratitude, compliments) by identifying nine characteristics of PCF. This study also proposes a number of impacts on both customers and FLEs. While both customers and FLEs have a similar understanding of the various elements and characteristics of PCF, the significance of the various elements and the subsequent impacts vary between the two groups. Finally, three key themes in PCF handling that help position PCF within the extant customer management literature are identified and discussed.Research limitations/implicationsThis study contributes to a well-rounded understanding of customer feedback by counter-balancing the prevailing focus on customer complaining behaviour and proposing a complimentary look at the positive valence of personal feedback. It also provides managerial implications concerning the management of positive service encounters, an emerging topic within service research.Originality/valueThis multidisciplinary study is the first to extend the understanding of personal PCF by comparing and contrasting customers’ and FLEs’ perspectives. The findings of this study highlight the need to explore the positive side of service interactions to create positive service experiences.

Journal

Journal of Services MarketingEmerald Publishing

Published: Apr 9, 2018

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off