1 / 7

Current Research in Services Marketing

Current Research in Services Marketing. Anna S. Mattila Pennsylvania State University. Topic areas and methodologies. The Web Service encounters Customer outcome variables Service recovery Relationship marketing Survey-dominant Some experimental designs, qualitative studies

abia
Download Presentation

Current Research in Services Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Current Research in Services Marketing Anna S. Mattila Pennsylvania State University

  2. Topic areas and methodologies • The Web • Service encounters • Customer outcome variables • Service recovery • Relationship marketing • Survey-dominant • Some experimental designs, qualitative studies • Field experiments rare

  3. The Internet • E-quality • Web-site design • Technology readiness/ efficiency • SSTs • E-loyalty • Motivation to shop on-line

  4. Service Encounters • Trust • Sequence of events • Customer participation • Jay customers • Comfort • Emotions

  5. Outcome variables • Satisfaction, quality, loyalty, switching, value • Zone of tolerance • Lost customers • Service guarantees • Affective commitment

  6. Service Recovery & CCB • Fairness • On-line recovery • Attributions • Cross-cultural • Complaint management

  7. Scant research in… • Branding • Pricing • Advertising • WOM • Atmospherics • Information search

More Related