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Creating customer loyalty through service customization

2012-03-01Artigo científico Acesso aberto
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dc.contributor.authorCoelho, Pedro S.
dc.contributor.authorHenseler, Jörg
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.pblEmerald Group Publishing Limited
dc.date.accessioned2019-08-05T22:30:31Z
dc.date.available2019-08-05T22:30:31Z
dc.date.issued2012-03-01
dc.descriptionCoelho, P. S., & Henseler, J. (2012). Creating customer loyalty through service customization. European Journal Of Marketing, 46(3-4), 331-356. https://doi.org/10.1108/03090561211202503
dc.description.abstractPurpose: Although practitioners and scholars alike embrace service customization as a possibly powerful management instrument, its impact on customer relationships as well as contingencies for its effective application are not well understood. Drawing from relationship marketing and exchange theory, this paper aims to develop a model of customer relationship outcomes of service customization and the efficacy of service customization. Design/methodology/approach: Two large-scale, representative, cross-sectional studies in different service industries based on the European Customer Satisfaction Index framework are conducted, and PLS path modeling is applied to test the model. Findings: Customization increases perceived service quality, customer satisfaction, customer trust, and ultimately customer loyalty toward a service provider. Customization has both direct and mediated effects on customer loyalty and interacts with the effects of customer satisfaction and customer trust on loyalty. Research limitations/implications: Service customization is a viable instrument for relationship marketing. Its efficacy depends on customer satisfaction and customer trust. While this study solely focuses on the impact of service customization, future research could assess the relative importance of service customization in the presence of other relationship marketing instruments. Practical implications: Service providers can use service customization as an effective instrument for achieving not only higher customer satisfaction, but also higher customer loyalty. Service customization is most effective for companies that have deficits in satisfying their customers, while at the same time their customer relationships are characterized by a high level of trust. These results help managers to decide upon resource allocation to enhance customer satisfaction, trust and loyalty. Originality/value: This paper investigates the simultaneous effects of service customization on customer loyalty and other relationships variables and offers new insights relatively to the nature and size of customization effects. It fills an important gap in the knowledge of customization outcomes, and clarifies under which circumstances service customization is most effective. The paper is of great value for service providers that face the decision whether to customize their offering or not.en
dc.description.versionauthorsversion
dc.description.versionpublished
dc.format.extent26
dc.format.extent449108
dc.identifier.doi10.1108/03090561211202503
dc.identifier.issn0309-0566
dc.identifier.otherPURE: 13746165
dc.identifier.otherPURE UUID: 57177872-f5bf-40df-a320-26a3f53cc7ab
dc.identifier.otherScopus: 84858818410
dc.identifier.otherWOS: 000303369000002
dc.identifier.otherORCID: /0000-0003-0828-9956/work/95136445
dc.identifier.urihttp://www.scopus.com/inward/record.url?scp=84858818410&partnerID=8YFLogxK
dc.identifier.urlhttps://www.scopus.com/pages/publications/84858818410
dc.language.isoeng
dc.peerreviewedyes
dc.subjectCustomer loyalty
dc.subjectCustomer satisfaction
dc.subjectEuropean Customer Satisfaction Index
dc.subjectPersonalization
dc.subjectService customization
dc.subjectMarketing
dc.titleCreating customer loyalty through service customizationen
dc.typejournal article
degois.publication.firstPage331
degois.publication.issue3-4
degois.publication.lastPage356
degois.publication.titleEuropean Journal Of Marketing
degois.publication.volume46
dspace.entity.typePublication
rcaap.rightsopenAccess

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