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Facilitating customer adherence to complex services through multi-interface interactions: The case of a weight loss service

Temerak, M.S., Winklhofer, H., Hibbert, S.A. (2018) Facilitating customer adherence to complex services through multi-interface interactions: The case of a weight loss service. Journal of Business Research, 88 . pp. 265-276. ISSN 0148-2963. (doi:10.1016/j.jbusres.2018.03.029) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/j.jbusres.2018.03.029

Abstract

Today's communication landscape affords multiple service interfaces to promote customer engagement (i.e. adherence) with complex and prolonged services, but an understanding of how customers use them is limited. This study compares personal and non-personal interfaces that provide educational and/or emotional support for customers to develop the operant resources (i.e. competence and motivation) necessary for adherence. A survey of 270 subscribers to a weight-loss programme demonstrates that booklets and a website (non-personal interfaces) provide educational support that enhances role clarity and ability to adhere, respectively. For novices, it is customer forums (personal interface) that afford the educational support needed to develop ability. Group meetings (personal interface) provide emotional support that boosts customer motivation to adhere and, in turn, encourages them to help other customers. Our study distinguishes types of support for adherence, accessed via multiple service interfaces, has implications for management and highlights needs for future research into complex and prolonged services.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2018.03.029
Uncontrolled keywords: Customer adherence, Complex services, Multi-interface, Customer education, Emotional support
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Mohamed Hassan
Date Deposited: 20 Aug 2019 12:00 UTC
Last Modified: 15 Jan 2020 15:30 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/75707 (The current URI for this page, for reference purposes)
Temerak, M.S.: https://orcid.org/0000-0002-9128-6715
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