Service Experience Management
The influence of service partitioning on customer satisfaction
This study mainly focuses on examining how service experience patterns and customers’ motivations jointly affect the formation of overall service satisfaction during service delivery processes. This study, therefore, aims to enrich the knowledge on delivering customer satisfaction by investigating how customers’ motivations influence their preferences of service delivery and proposing the framework of designing service delivery processes from the lens of customer satisfaction, rather than the lens of service operation.
- When is the best time for service providers to delight their customers within a service partition? How do the negative effects of service failure change over time within a service partition?
- How should service providers manage the distribution of peak service encounters across service partitions in order to maximize the positive effects of multiple delight service encounters and minimize the negative effects of multiple dissatisfactory service encounters?
This study takes advantage of prospect theory as the theoretical foundation to analyze the effects of individual service encounter experiences on service partition satisfaction and overall service satisfaction. In line with prospect theory, this study codes dissatisfactory encounters as “losses” and both satisfactory encounters and delight encounters as “gains”.
- A delight has a more positive effect on customer satisfaction for customers under promotion focus than a delight of the same magnitude for customers under prevention focus.
- A failure has a more negative effect on customer satisfaction for customers under prevention focus than a failure of the same magnitude for customers under promotion focus.
- The temporal position of a delight matters for promotion focused customers, not for prevention focused customers.
- The temporal position of a failure matters for prevention focused customers, not for promotion focused customers.
- Two delights occurring in two different partitions have a more positive effect on customer satisfaction than the two equal delights occurring in a single partition.
- For customers under promotion focus, the trade-off effect of a delight following a failure is not significantly influenced by the temporal position of the delight.
- For customers under prevention focus, the trade-off effect of an early delight following a failure is more positive than that of a late delight of the same magnitude.
Contact: Ari Ji