@article{2019:wnderlich:configurin,
title = {Configuring Customer Touchpoints: A Fuzzy-Set Analysis of Service Encounter Satisfaction},
year = {2019},
note = {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.},
journal = {SMR - Journal of Service Management Research},
pages = {3--11},
author = {Wünderlich, Nancy V. and Hogreve, Jens},
volume = {3},
number = {1}
}