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Publications (10 of 41) Show all publications
Arsenovic, J., Edvardsson, B., Otterbring, T. & Tronvoll, B. (2023). Money for nothing?: The impact of compensation on customer bad-mouthing behavior in service recovery encounters. Marketing letters, 34(1), 69-82
Open this publication in new window or tab >>Money for nothing?: The impact of compensation on customer bad-mouthing behavior in service recovery encounters
2023 (English)In: Marketing letters, ISSN 0923-0645, E-ISSN 1573-059X, Vol. 34, no 1, p. 69-82Article in journal (Refereed) Published
Abstract [en]

As one of the retailer’s most potent recovery tactics to offset disgruntled customers, firms invest heavily in compensation to increase customer satisfaction and improve loyalty. However, the effectiveness of this tactic remains unclear. This study examines whether firm-offered compensation affects customers’ emotional responses and bad-mouthing behavior (i.e., telling others about a particular problem). Importantly, the study investigates whether the level of collaboration during the recovery encounter moderates the link between compensation and customers’ emotional responses, and whether collaborative efforts influence the effectiveness of compensation. The findings indicate that collaboration during the recovery encounter is necessary if compensation is to mitigate negative emotional responses, with downstream effects on bad-mouthing behavior. In confirming the importance of collaboration during recovery encounters, the findings have critical managerial and financial implications.

Place, publisher, year, edition, pages
Springer, 2023
Keywords
Bad-Mouthing Behavior; Collaboration; Compensation; Complaint Management; Service Failure; Service Recovery
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-85982 (URN)10.1007/s11002-021-09611-6 (DOI)000745553000001 ()2-s2.0-85123500882 (Scopus ID)
Note

Article part of Arsenovic's doctoral thesis (2021) Proactivity in Service Failure and Service Recovery as manuscript.

Available from: 2021-09-19 Created: 2021-09-19 Last updated: 2023-04-13Bibliographically approved
Otterbring, T., Samuelsson, P., Arsenovic, J., Elbaek, C. T. & Folwarczny, M. (2023). Shortsighted sales or long-lasting loyalty?: The impact of salesperson-customer proximity on consumer responses and the beauty of bodily boundaries. European Journal of Marketing, 57(7), 1854-1885
Open this publication in new window or tab >>Shortsighted sales or long-lasting loyalty?: The impact of salesperson-customer proximity on consumer responses and the beauty of bodily boundaries
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2023 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 57, no 7, p. 1854-1885Article in journal (Refereed) Published
Abstract [en]

Purpose Previous research on salesperson-customer proximity has yielded mixed results, with some studies documenting positive proximity effects on shopping responses and others demonstrating the reverse. To reconcile such mixed findings, this paper aims to test whether and how salesperson proximity influences a series of key customer outcomes in actual retail settings using sample sizes that are considerably larger than most former investigations. Design/methodology/approach We conducted two high-powered field studies (N = 1,312) to test whether salesperson-customer proximity influences consumers' purchase behavior and store loyalty. Moreover, we investigated whether the short-term effects on purchase behavior were moderated by the extent to which the consumption context had a clear connection to consumers' own bodies. Findings Salesperson proximity increased purchase incidence and spending in consumption contexts with a bodily basis (e.g. clothes, beauty, health), suggesting that consumers "buy their way out" in these contexts when a salesperson is violating their personal space. If anything, such proximity had a negative impact on consumers' purchase behavior in contexts that lacked a clear bodily connection (e.g. building materials, furniture, books). Moreover, the link between proximity and consumer responses was mediated by discomfort, such that a salesperson standing close-by (vs farther away) increased discomfort, with negative downstream effects on shopping responses. Importantly, the authors found opposite proximity effects on short-term metrics (purchase incidence and spending) and long-term outcomes (store loyalty). Research limitations/implications Drawing on the nonverbal communication literature and theories on processing fluency, the current work introduces a theoretically relevant boundary condition for the effects of salesperson-customer proximity on consumers' purchase behavior. Specifically, the bodily basis of the consumption context is discussed as a novel moderator, which may help to explain the mixed findings in this stream of research. Practical implications Salesperson-customer proximity may serve as a strategic sales tactic to improve short-term revenue in settings that are closely tied to consumers' own bodies and characterized by one-time purchases. However, as salesperson proximity was found to be associated with lower store loyalty, irrespective of whether the shopping setting had a bodily basis, the risk of violating consumers' personal space may have costly consequences from a long-term perspective. Originality/value The present field studies make three central contributions. First, we introduce a novel moderator for proximity effects in various sales and service settings. Second, we test the focal hypotheses with much higher statistical power than most existing proximity studies. Finally, we document that salesperson-customer proximity ironically yields opposite results on short-term metrics and long-term outcomes, thus underscoring the importance of not solely focusing on sales effectiveness when training frontline employees.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2023
Keywords
Consumer behavior, Service encounter, Field study, Bodily basis, Physical proximity
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-92315 (URN)10.1108/EJM-04-2022-0250 (DOI)000867886100001 ()
Available from: 2022-10-28 Created: 2022-10-28 Last updated: 2023-06-12Bibliographically approved
Otterbring, T., Bhatnagar, R., Samuelsson, P. & Borau, S. (2021). Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture. Journal of Retailing and Consumer Services, 63, Article ID 102738.
Open this publication in new window or tab >>Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture
2021 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 63, article id 102738Article in journal (Refereed) Published
Abstract [en]

This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and the perceived gender image of the consumption context in one of the most gender equal cultures in the world (Scandinavia). Mystery shoppers had a service encounter with an employee across a set of physical commercial settings that were classified according to their gender image. The mystery shoppers noted the gender of the employee, provided employee evaluations, and indicated word-of-mouth (WOM) ratings. Shoppers who had a gender congruent service encounter (e.g., a female employee in a “feminine” consumption context) reported more favorable employee evaluations and WOM ratings than shoppers who had a gender incongruent service encounter (e.g., a female employee in a “masculine” consumption context), with the impact of gender congruency on WOM ratings mediated by employee evaluations, particularly with respect to competence inferences. These findings highlight the ethical dilemma of a positive gender congruency effect, as it can generate superior consumer responses but also risks resulting in gender occupational segregation.

Place, publisher, year, edition, pages
Elsevier, 2021
Keywords
Congruency, Employee evaluations, Femininity, Gender, Gender equality, Gendered marketing, Masculinity, Processing fluency, Stereotypes, Word-of-mouth, cultural identity, cultural influence, feminism, gender relations, masculinization, womens employment, womens status
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-86182 (URN)10.1016/j.jretconser.2021.102738 (DOI)000696953300013 ()2-s2.0-85113298491 (Scopus ID)
Available from: 2021-10-11 Created: 2021-10-11 Last updated: 2022-11-25Bibliographically approved
Otterbring, T., Wu, F. & Kristensson, P. (2021). Too close for comfort?: The impact of salesperson-customer proximity on consumers' purchase behavior. Psychology & Marketing, 38(9), 1576-1590
Open this publication in new window or tab >>Too close for comfort?: The impact of salesperson-customer proximity on consumers' purchase behavior
2021 (English)In: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 38, no 9, p. 1576-1590Article in journal (Refereed) Published
Abstract [en]

Across a series of lab and field studies, with a total sample of over 1200 participants, we investigate how the physical proximity between salespeople and customers can impact store loyalty, purchase intentions, and actual spending. An initial survey among a representative sample of retail salespeople reveals that they associate close physical proximity between employees and customers with positive consumer outcomes, an intuition that dovetails with prior research documenting the positive influence of such proximity on purchase intentions, particularly in nonexpressive consumption contexts. Contrary to this work, we demonstrate, across four studies in which proximity was both measured and manipulated, that store loyalty, purchase intentions, and actual spending behavior are negatively impacted when consumers encounter a salesperson who is standing close by (vs. farther away), particularly in expressive consumption contexts. Psychological discomfort mediates this effect, such that consumers experience greater discomfort when a salesperson is standing close by, which in turn decreases spending. Importantly, this phenomenon is moderated by identity relevance, such that the negative influence of salesperson-customer proximity specifically emerges when consumers think about products in terms of their ability to express their identities. These findings carry important implications for retailers operating in expressive consumption contexts.

Place, publisher, year, edition, pages
John Wiley & Sons, 2021
Keywords
discomfort, ecological validity, field experiment, identity relevance, personal space, proxemics, proximity
National Category
Economics and Business
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-84452 (URN)10.1002/mar.21519 (DOI)000655924800001 ()2-s2.0-85106972962 (Scopus ID)
Available from: 2021-06-14 Created: 2021-06-14 Last updated: 2022-12-19Bibliographically approved
Nöjd, S., Westman Trischler, J., Otterbring, T., Andersson K, P. & Wästlund, E. (2020). Bridging the valuescape with digital technology: A mixed methods study on customers’ value creation process in the physical retail space. Journal of Retailing and Consumer Services, 56, Article ID 102161.
Open this publication in new window or tab >>Bridging the valuescape with digital technology: A mixed methods study on customers’ value creation process in the physical retail space
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2020 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 56, article id 102161Article in journal (Refereed) Published
Abstract [en]

This mixed methods study investigated how value is created in the physical retail space and how the customer experience is influenced by digital technology. A cross-sectional survey, with both qualitative and quantitative components, was distributed across a heterogeneous sample of 832 customers. The results revealed an overarching model comprised of three interrelated clusters: customer, service provider, and digital technology. We propose that this model can be understood as a valuescape, where customers' specific goals, needs, and desires drive them to interact and co-create value with service providers in the physical retail space, with digital technology either enhancing or disrupting this value co-creation process. The results also show that the importance of aligning digital solutions with customers’ drives increases at the same pace as reliance on technology. The findings offer guidelines on how to utilize digitalization to leverage customer experiences and thus strengthen the attractiveness of physical retail spaces.

Place, publisher, year, edition, pages
Elsevier, 2020
Keywords
Customer experience, Digitalization, Mixed methods, Physical retail space, Satisfaction, Value creation, Valuescape, digitization, guideline, marketing, research method, retailing, service quality
National Category
Psychology
Research subject
Psychology; Psychology
Identifiers
urn:nbn:se:kau:diva-79230 (URN)10.1016/j.jretconser.2020.102161 (DOI)000550289400023 ()2-s2.0-85085286205 (Scopus ID)
Available from: 2020-08-05 Created: 2020-08-05 Last updated: 2022-12-01Bibliographically approved
Otterbring, T., Gidlof, K., Rolschau, K. & Shams, P. (2020). Cereal Deal: How the Physical Appearance of Others Affects Attention to Healthy Foods. Perspectives on Behavior Science, 43(3), 451-468
Open this publication in new window or tab >>Cereal Deal: How the Physical Appearance of Others Affects Attention to Healthy Foods
2020 (English)In: Perspectives on Behavior Science, ISSN 2520-8969, E-ISSN 2520-8977, Vol. 43, no 3, p. 451-468Article in journal (Refereed) Published
Abstract [en]

This eye-tracking study investigated whether the physical appearance of another consumer can influence people's visual attention and choice behavior in a grocery shopping context. Participants (N = 96) took part in a lab-based experiment and watched a brief video recording featuring a female consumer standing in front of a supermarket shelf. The appearance and body type of the consumer was manipulated between conditions, such that she was perceived as 1) healthy and of normal weight, 2) unhealthy by means of overweight, or 3) unhealthy through visual signs associated with a potentially unhealthy lifestyle, but not by means of overweight. Next, participants were exposed to a supermarket shelf with cereals and were asked to choose one alternative they could consider buying. Prior exposure to a seemingly unhealthy (vs. healthy) consumer resulted in a relative increase in participants' visual attention towards products perceived to be healthy (vs. unhealthy), which prompted cereal choices deemed to be healthier. This effect was stronger for products that holistically, through their design features, managed to convey the impression that they are healthy rather than products with explicit cues linked to healthiness (i.e., the keyhole label). These results offer important implications regarding packaging design for marketers, brand owners, and policy makers. Moreover, the findings highlight the value of technological tools, such as eye-tracking methodology, for capturing consumers' entire decision-making processes instead of focusing solely on outcome-based metrics, such as choice data or purchase behavior.

Place, publisher, year, edition, pages
Springer, 2020
Keywords
Visual attention, Eye tracking, Food choice, Health, Packaging design, Nonverbal cues
National Category
Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-77414 (URN)10.1007/s40614-020-00242-2 (DOI)000516266800001 ()
Available from: 2020-04-02 Created: 2020-04-02 Last updated: 2021-06-01Bibliographically approved
Otterbring, T., Bodin Danielsson, C. & Pareigis, J. (2020). Office types and workers' cognitive vs affective evaluations from a noise perspective. Journal of Managerial Psychology, 36(4), 415-431
Open this publication in new window or tab >>Office types and workers' cognitive vs affective evaluations from a noise perspective
2020 (English)In: Journal of Managerial Psychology, ISSN 0268-3946, E-ISSN 1758-7778, Vol. 36, no 4, p. 415-431Article in journal (Refereed) Published
Abstract [en]

Purpose This study aims to examine the links between office types (cellular, shared-room, small and medium-sized open-plan) and employees' subjective well-being regarding cognitive and affective evaluations and the role perceived noise levels at work has on the aforementioned associations. Design/methodology/approach A survey with measures of office types, perceived noise levels at work and the investigated facets of subjective well-being (cognitive vs affective) was distributed to employees working as real estate agents in Sweden. In total, 271 useable surveys were returned and were analyzed using analyses of variance (ANOVAs) and a regression-based model mirroring a test of moderated mediation. Findings A significant difference was found between office types on the well-being dimension related to cognitive, but not affective, evaluations. Employees working in cellular and shared-room offices reported significantly higher ratings on this dimension than employees working in open-plan offices, and employees in medium-sized open-plan offices reported significantly lower cognitive evaluation scores than employees working in all other office types. This pattern of results was mediated by perceived noise levels at work, with employees in open-plan (vs cellular and shared-room) offices reporting less satisfactory noise perceptions and, in turn, lower well-being scores, especially regarding the cognitive (vs affective) dimension. Originality/value This is one of the first studies to compare the relative impact of office types on both cognitive and affective well-being dimensions while simultaneously testing and providing empirical support for the presumed process explaining the link between such aspects.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2020
Keywords
Office type, Cellular office, Shared-room office, Open-plan office, Noise, Subjective well-being, Cognitive evaluation, Affective evaluation, Positive activation, Negative deactivation
National Category
Economics and Business
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-82486 (URN)10.1108/JMP-09-2019-0534 (DOI)000595696600001 ()2-s2.0-8509691481 (Scopus ID)
Available from: 2021-01-21 Created: 2021-01-21 Last updated: 2022-05-23Bibliographically approved
Friman, M., Rosenbaum, M. & Otterbring, T. (2020). The relationship between exchanged resources and loyalty intentions. Service Industries Journal, 40(11-12), 846-865
Open this publication in new window or tab >>The relationship between exchanged resources and loyalty intentions
2020 (English)In: Service Industries Journal, ISSN 0264-2069, E-ISSN 1743-9507, Vol. 40, no 11-12, p. 846-865Article in journal (Refereed) Published
Abstract [en]

his research aims to revive the applicability of the exchange concept in the marketing domain. The authors draw on current exchange theories to show how members of an aquatic center receive relational, social support, and restorative resources from other center members and employees. They then empirically demonstrate that members’ loyalty to the center is fueled by the resources they receive from others in the center and that their experience in the center mediates the relationship between exchanged resources and member loyalty. This research reveals that service organizations may foster person-place bonds by providing customers with resources over and above goods and services. Customers appreciate resources that transform their well-being, such as social support and natural, restorative resources, and they demonstrate loyalty to places where they can obtain therapeutic resources. From a theoretical standpoint, this work shows support for the notion that the exchange concept is a foundational aspect of a general theory of marketing and explains how the exchange and value concepts in marketing are linked together.

Place, publisher, year, edition, pages
Taylor & Francis, 2020
Keywords
Exchange concept, REPLACE framework, transformative sport service research, attention restoration theory, transformative service research
National Category
Business Administration Psychology Peace and Conflict Studies Other Social Sciences not elsewhere specified
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-71181 (URN)10.1080/02642069.2018.1561875 (DOI)000550098200005 ()
Available from: 2019-02-19 Created: 2019-02-19 Last updated: 2025-02-20Bibliographically approved
Rosenbaum, M. S., Friman, M., Ramirez, G. C. & Otterbring, T. (2020). Therapeutic servicescapes: Restorative and relational resources in service settings. Journal of Retailing and Consumer Services, 55, Article ID 102078.
Open this publication in new window or tab >>Therapeutic servicescapes: Restorative and relational resources in service settings
2020 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 55, article id 102078Article in journal (Refereed) Published
Abstract [en]

This article introduces the concept of 'therapeutic servicescapes' to the retailing and services discipline. In the health literature, therapeutic landscapes emerge when physical and social conditions in a geographically bounded space combine to produce an atmosphere that is conducive to human well-being. Traditionally, therapeutic landscapes have been associated with natural and leisure settings, such as parks, green spaces, and beaches. This work breaks new ground in the marketing domain by linking therapeutic landscapes to commercial retail establishments. This study empirically demonstrates the extent to which physical and social conditions may combine in a customer-centric grocery store to positively enhance customers' well-being and promote feelings of attachment to the establishment. Furthermore, this study reveals that customers' future behavioral intention are driven by the store's impact on their well-being and their desire to maintain 'place attachment.' From a managerial perspective, this work recommends that retail and consumer service organizations facing online competition focus on creating architectural and human resource conditions that promote consumer well-being and place attachment.

Place, publisher, year, edition, pages
Elsevier, 2020
Keywords
Servicescapes, Place attachment, Therapeutic landscapes, Grocery stores, Transformative service research
National Category
Other Social Sciences
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-77489 (URN)10.1016/j.jretconser.2020.102078 (DOI)000541165700014 ()2-s2.0-85079623399 (Scopus ID)
Available from: 2020-04-15 Created: 2020-04-15 Last updated: 2023-06-21Bibliographically approved
Westman, J., Otterbring, T. & Wästlund, E. (2019). Age, polarization, and digitalization: younger consumers have more polarized perceptions regarding digitalization. In: Timmermans (Ed.), : . Paper presented at 26th RARCS Conference 8-10 Juli Tallin Estland.
Open this publication in new window or tab >>Age, polarization, and digitalization: younger consumers have more polarized perceptions regarding digitalization
2019 (English)In: / [ed] Timmermans, 2019Conference paper, Oral presentation with published abstract (Refereed)
National Category
Psychology
Identifiers
urn:nbn:se:kau:diva-72183 (URN)
Conference
26th RARCS Conference 8-10 Juli Tallin Estland
Available from: 2019-05-28 Created: 2019-05-28 Last updated: 2019-06-28Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-0283-8777

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