Skip to main content

Supporting Customers at Success and Failure: Does It Make Difference for Novice and More Experienced Customers?

Temerak, M.S. (2014) Supporting Customers at Success and Failure: Does It Make Difference for Novice and More Experienced Customers? In: Paradigm Shifts & Interactions: 43rd European Marketing Academy Conference Proceedings. . European Marketing Academy ISBN 978-84-370-9453-3. (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) (KAR id:78120)

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://adeit.estaticos.econgres.es/2014EMAC/guia20...

Abstract

This research differentiates between social support received by experienced and novice service users at success and failure times of the service experience and examines their differential effects on goal attainment, satisfaction and citizenship behaviors. A total of 308 valid responses were collected by the means of a snowball sample and analyzed by the means of multi-group analysis. The findings demonstrate the importance of social support provided at success time, especially for novices compared to experienced users in developing their perceptions of goal attainment. Goal attainment was found to be a stronger driver of customer satisfaction for experienced than novices. Also, customers’ satisfaction was the key driver of the citizenship behaviors for novices, whereas goal attainment was the main driver of citizenship behaviors for experienced customers.

Item Type: Conference or workshop item (Proceeding)
Additional information: abstract only
Uncontrolled keywords: Social Support, Customer Citizenship Behavior, Goal Attainment
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Mohamed Hassan
Date Deposited: 31 Oct 2019 14:54 UTC
Last Modified: 04 Nov 2019 10:17 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/78120 (The current URI for this page, for reference purposes)
Temerak, M.S.: https://orcid.org/0000-0002-9128-6715
  • Depositors only (login required):