Die Erbringung einer Dienstleistung erfolgt häufig im Beisein anderer Konsumenten, welche die Zufriedenheit des Konsumenten mit der Dienstleistung maßgeblich beeinflussen können. Obgleich einige Forscher diese Möglichkeit der Beeinflussung bereits erkannt haben, beschäftigt sich nur die Studie von Grove und Fisk (1997) explizit mit dem Einfluss anderer Konsumenten auf die Zufriedenheit mit der Dienstleistung. Aufgrund der Tatsache, dass die Ergebnisse der Studie von Grove und Fisk (1997) nur in eingeschränktem Maße verallgemeinerbar sind, sowie aufgrund neuerer theoretischer und empirischer Erkenntnisse auf dem Gebiet des Dienstleistungsmarketings erscheinen eine Reproduzierung und eine weitere Ausweitung der Studie von Grove und Fisk (1997) von größter Wichtigkeit. Mithilfe der „Critical Incident Technique“ (CIT) sammelte die Verfasserin der vorliegenden Arbeit Daten von 184 Personen. Die Ergebnisse belegen, dass andere Konsumenten in der Tat einen Einfluss auf die Zufriedenheit mit der Dienstleistung haben. Dieser Einfluss zeigte sich in vielen unterschiedlichen Dienstleistungssektoren. Die Verteilung positiver und negativer „critical incidents“ (d.h. jener Dienstleistungserlebnisse, welche einen maßgeblichen Einfluss auf die Zufriedenheit mit der Dienstleistung haben) war in allen Sektoren konstant. Eine weiterführende Datenanalyse ergab eine Einteilung der „critical incidents“ in drei übergeordnete sowie sechs untergeordnete Kategorien. Mögliche Zusammenhänge zwischen diesen Kategorien und den Charakteristika der Teilnehmer der Studie wurden im Detail untersucht. Diese Untersuchung zeigte, dass das Einkommen, das Geschlecht sowie das Alter der Teilnehmer einen Einfluss auf die Art des angegebenen Erlebnisses hatten. Zusätzlich wurden im Zuge dieser Studie Informationen über die Anzahl anderer anwesender Konsumenten, die Emotionen der Teilnehmer, andere Einflüsse auf die Zufriedenheit mit der Dienstleistung, sowie über die Frage, ob das Dienstleistungsunternehmen negative Situationen hätte verhindern können, gesammelt. Die Ergebnisse zeigen, dass die Teilnehmer der Studie während der Inanspruchnahme der verschiedenen Dienstleistungen eine Vielzahl von Emotionen durchlebten. Die Mehrheit jener Teilnehmer, welche eine negative Erfahrung gemacht hatten, gab zudem an, dass das Dienstleistungsunternehmen diese hätte verhindern können.
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Table of Contents
1. Introduction
2. Background to the Research
2. 1. Services as the Focus of the Present Research
2. 2. Conceptual Background
2.2.1. The Service Encounter
2.2.2. The Service Experience
3. Literature Review
3. 1. The Impact of Other Customers on Service Experiences
3.1.1. The Passive Role of Other Customers in the Service Encounter: Customers as Part of the Environment
3.1.2. The Active Role of Other Customers in the Service Encounter: Customer-to-Customer Interactions (CCI)
3. 2. Grove and Fisk’s (1997) Study
3. 3. Justifications for Replicating and Extending Grove and Fisk’s (1997) Study
3.3.1. Limitations and Criticism of Grove and Fisk’s (1997) Study
3.3.2. Recent Relevant Advances in Theory and Empirical Evidence
3.3.3. General Arguments for Replication Studies
3.3.4. The Research Gap
3. 4. The Research Objectives
4. Methodology
4. 1. The Critical Incident Technique (CIT)
4.1.1. Presenting the Critical Incident Technique
4.1.2. Evaluating the Suitability of the Critical Incident Technique
4. 2. Research Design
4.2.1. Implementing the CIT
4.2.2. Survey Method
4.2.3. Questionnaire Development
4.2.4. Sampling
4. 3. Data Collection
4. 4. Data Analysis
4.4.1. Classification of Incidents
4.4.2. Further Data Analysis
5. Results
5. 1. Critical Incident Sort – Primary Categories
5. 2. Critical Incident Sort – Secondary Categories
5. 3. Insight into Research Questions
5. 4. The Role of Other Control Variables
6. Discussion
7. Managerial Implications
8. Limitations
9. Directions for Further Research
10. Conclusion
Research Objectives and Themes
This thesis aims to evaluate the impact of other customers on service experiences, replicating and extending the study by Grove and Fisk (1997). By investigating how other customers influence satisfaction across various service sectors, the research seeks to identify specific types of influence and analyze their effect on the consumer's perception of the service encounter.
- The influence of "passive" and "active" customer roles on service satisfaction.
- The role of emotions and purchase occasions in forming service experiences.
- Application of the Critical Incident Technique (CIT) across diverse service industries.
- Examination of individual differences, such as demographics, on the perception of these influences.
Excerpt from the Book
3.2. Grove and Fisk’s (1997) Study
Grove and Fisk (1997) were the first to realize that none of the studies available by 1997 focused on identifying all the specific sources of influence on service experiences posed by other customers present in the service encounter. Instead, they each investigated certain phenomena, such as crowding (e.g. Hui and Bateson 1991) or oral interactions (e.g. Harris, Baron and Ratcliffe 1995), without, however, trying to capture all possible sources of other customers’ influence on customer satisfaction.
In order to address this dearth, Grove and Fisk (1997) conducted research which aimed at clarifying the following questions: Do other customers affect one’s service experience? Specifically, in what way do other customers affect one’s service experience? And finally, does the effect of other customers upon one’s service experience vary across individuals?
The data collection was carried out among tourists visiting attractions in Central Florida, such as amusement parks, museums, etc. Local residents and respondents below 18 years were not eligible as respondents. In order to gain in-depth knowledge on an under-researched topic, the “Critical Incident Technique” was used by the researchers, which will be presented in greater detail in Chapter 4.
The results showed that 56.8% of the respondents reported that other customers sharing the servicescape with them had significantly affected their service experience. The service experience was defined as the customers’ satisfaction with the tourist attraction. Therefore, one can assume that others do affect one’s service experience. However, it is worth noting that 43.2% of the respondents indicated that others present in the servicescape had not significantly affected their satisfaction with the service.
Summary of Chapters
1. Introduction: This chapter defines the service encounter and outlines the primary goal of the research, which is to replicate and extend Grove and Fisk’s (1997) study on how other customers impact service experiences.
2. Background to the Research: This section provides conceptual definitions of services, the service encounter, and the service experience, establishing the framework for examining interpersonal influences in service settings.
3. Literature Review: An overview of the existing literature regarding the role of other customers, covering both passive environmental effects and active customer-to-customer interactions, followed by a critical assessment of the Grove and Fisk (1997) study.
4. Methodology: Details the application of the Critical Incident Technique (CIT), the research design, questionnaire development, sampling procedure, and the methods used for data collection and analysis.
5. Results: Presents the findings regarding the categorization of critical incidents into primary and secondary groups, and details the statistical analysis of how these incidents relate to different service sectors and demographic variables.
6. Discussion: Evaluates the findings of the study, comparing them with previous research and providing insights into the nuances of customer influence across diverse sectors.
7. Managerial Implications: Offers practical suggestions for service providers on how to manage customer interactions to foster positive experiences and mitigate potential dissatisfaction.
8. Limitations: Discusses the constraints of the research, including sample composition and the methodology used, and suggests areas where findings may be specific to the context studied.
9. Directions for Further Research: Proposes future investigations to build upon the findings, particularly in expanding the study to different geographic regions and deeper emotional analysis.
10. Conclusion: Summarizes the key contributions of the thesis and emphasizes the significance of actively managing customer interactions in service marketing.
Keywords
Service encounter, service experience, customer-to-customer interactions, critical incident technique, services marketing, consumer satisfaction, consumer behavior, social servicescape, customer influence, service management, critical incidents, service quality, interpersonal influence, customer heterogeneity, replication study.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on how the presence and behavior of other, unacquainted customers impact an individual's satisfaction within a service encounter.
What are the primary thematic areas covered?
The work covers customer-to-customer interactions (CCI), the social servicescape, the role of emotions in service experiences, and the differences in customer influence across various service sectors.
What is the central research question?
The primary research question asks whether other customers significantly affect a person's service experience, in what ways these influences manifest, and if these effects vary based on individual demographics or service sectors.
Which methodology is employed to gather data?
The author uses the Critical Incident Technique (CIT), asking respondents to provide detailed accounts of specific service encounters where other customers had a significant impact on their level of satisfaction.
What does the main body of the work address?
The main body reviews literature on service environments and interactions, outlines the research methodology, categorizes collected critical incidents into groups (Verbal, Physical, Ambience), and discusses the statistical impact of variables such as age, gender, and income.
What characterizes the key keywords of the research?
The keywords highlight the intersection of consumer behavior, service management, and the methodological framework (CIT) used to decode complex social interactions in service settings.
How does this study differ from the 1997 Grove and Fisk research?
While this thesis replicates the original 1997 study, it extends the research by covering a wider range of service sectors, incorporating control variables like purchase occasion, and explicitly measuring the emotional state of customers during the reported incidents.
What significant finding is reported regarding the "ambience" of a service setting?
Interestingly, unlike the original 1997 study, none of the respondents in this investigation identified "crowding" or high social density as a negative critical incident, suggesting that the impact of social factors is highly context-dependent.
- Quote paper
- Mag. Julia Grillmair (Author), 2008, Evaluating the impact of other customers on service experiences - A replication and extension, Munich, GRIN Verlag, https://www.grin.com/document/112581
