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Designing satisfying service encounters: website versus store touchpoints
Arizona State University, USA.
Norwegian Business School BI, NOR; Alliance Manchester Business School, GBR.
Central Michigan University, USA.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Linköping University.ORCID iD: 0000-0002-6589-8662
2022 (English)In: Journal of the Academy of Marketing Science, ISSN 0092-0703, E-ISSN 1552-7824, Vol. 50, p. 85-107Article in journal (Refereed) Published
Abstract [en]

This study investigated how touchpoints moderate the antecedents of customer satisfaction with service encounters by comparing online and in-store encounters. Construal level theory was used within the Touchpoint, Context, Qualities (TCQ) Framework (De Keyser et al., 2020) to integrate a comprehensive model of how touchpoints-websites or stores-influence the magnitude of customer responses to qualities of service encounters. A hierarchical linear model (HLM) was estimated using survey data describing the service encounters of 2.4 million customers with a global retailer. Online customers weighed cognitive and behavioral qualities more heavily than in-store customers, whereas they weighed emotional and sensorial qualities less heavily. Moreover, random effects in the HLM model indicated that each country and store would have unique clientele effects for specific qualities. Since each firm has limited resources, this research offers guidance on key qualities in designing satisfying service encounters for each touchpoint and how qualities should be standardized and customized in global omnichannel environments.

Place, publisher, year, edition, pages
Springer, 2022. Vol. 50, p. 85-107
Keywords [en]
Service, Strategy, Encounters, Relationship, Retailing, Satisfaction, Experience, Touchpoints, Multichannel, Context
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-86168DOI: 10.1007/s11747-021-00808-9ISI: 000701333000001PubMedID: 34608342Scopus ID: 2-s2.0-85116065939OAI: oai:DiVA.org:kau-86168DiVA, id: diva2:1602038
Available from: 2021-10-11 Created: 2021-10-11 Last updated: 2022-04-21Bibliographically approved

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Witell, Lars

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • apa.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf