Configuring Customer Touchpoints: A Fuzzy-Set Analysis of Service Encounter Satisfaction

Nancy V. Wünderlich; Jens Hogreve

doi:10.15358/2511-8676-2019-1-3

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial Martin Benkenstein Martin Benkenstein 2–2
- 3–50 Research Articles 3–50
  - 3–11 Configuring Customer Touchpoints: A Fuzzy-Set Analysis of Service Encounter Satisfaction Nancy V. Wünderlich, Jens Hogreve Nancy V. Wünderlich, Jens Hogreve 3–11
  - 12–23 Customer Engagement in the Process of Service Provision Katharina-Maria Fonferek, Michael Kleinaltenkamp, Jana Möller Katharina-Maria Fonferek, Michael Kleinaltenkamp, Jana Möller 12–23
  - 24–36 How Leadership Co-Creation Generates a Trickle-Down Effect on Employees' Resource Integration Behavior in Service Ecosystems: A Theoretical Framework Laura Becker Laura Becker 24–36
  - 37–50 When Service Employees Should Not Go the Extra Mile: The Interaction Between Perceived Employee Effort and Customer Misbehaviour Severity Katja Rummelhagen, Martin Benkenstein Katja Rummelhagen, Martin Benkenstein 37–50
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SMR - Journal of Service Management Research , page 3 - 11

Configuring Customer Touchpoints: A Fuzzy-Set Analysis of Service Encounter Satisfaction

Autoren

Nancy V. Wünderlich Jens Hogreve

DOI
- doi.org/10.15358/2511-8676-2019-1-3
- ISSN: 2511-8676
- ISSN online: 2942-3392
Zusammenfassung

Knowledge about the importance of sub-service encounters or touchpoints within the service process is a topic of interest to both researchers and businesses. However, existing research mainly analyses service encounter evaluations based on composite or overall measures. While these studies make a significant contribution to understanding the importance of specific attributes for evaluating the overall encounter, our study extends existing research by showing how evaluations might be built upon different configurations of touchpoints. Based on a qualitative comparative analysis, we identify the determinants that are ultimately necessary, as well as those that are sufficient, for creating positive customer experiences within airline services. We provide managers with guidance on how to design successful customer experiences and long-lasting customer satisfaction. This knowledge helps service firms invest in quality improvements that will pay off in the long run.We enrich service theory by providing an in-depth view of customer service encounters and by identifying how different configurations of touchpoint evaluations lead to satisfactory service experiences. We establish a complementary explanation of the creation of customers’ evaluations of multiple touchpoints.

Abstract

Knowledge about the importance of sub-service encounters or touchpoints within the service process is a topic of interest to both researchers and businesses. However, existing research mainly analyses service encounter evaluations based on composite or overall measures. While these studies make a significant contribution to understanding the importance of specific attributes for evaluating the overall encounter, our study extends existing research by showing how evaluations might be built upon different configurations of touchpoints. Based on a qualitative comparative analysis, we identify the determinants that are ultimately necessary, as well as those that are sufficient, for creating positive customer experiences within airline services. We provide managers with guidance on how to design successful customer experiences and long-lasting customer satisfaction. This knowledge helps service firms invest in quality improvements that will pay off in the long run.We enrich service theory by providing an in-depth view of customer service encounters and by identifying how different configurations of touchpoint evaluations lead to satisfactory service experiences. We establish a complementary explanation of the creation of customers’ evaluations of multiple touchpoints.
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