A contingency framework is developed as a means of understanding the relationship between the level of customer contact and service satisfaction. Level of contact is defined as the extent of interpersonal interaction between the service customer and the service provider's boundary personnel. Consistent with Oliver (1997), perceived service satisfaction reflects the customer's judgment that the service delivered a plausible level of consumption‐related fulfillment. The article offers a series of research propositions derived from prior research and writings from the marketing, psychology, and operations literatures. Implications for the design of service strategies in efforts to improve customer satisfaction are also discussed. © 1998 John Wiley & Sons, Inc.
Psychology & Marketing – Wiley
Published: Dec 1, 1998
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