A Typology of Mass Services: The Role of Service Delivery and Consumption Purpose In Classifying Service Experiences

Purpose — The purpose of this paper is to provide services marketers with a deeper understanding of the elements that characterize mass services. The paper shows that many studies have been conducted within the context of professional and retail services, knowledge of mass service contexts is limited despite the growth of services within this context. Design/methodology/approach — This paper provides a conceptual overview of mass services and develops a typology for mass services based on an extensive review of the services literature. Specifically, the typology developed classifies mass services on the basis of service delivery and purpose. The typology forwarded, therefore, classifies mass services using a two-by-two framework with individual and collective mass services classified as either utilitarian or hedonic in nature. Findings — The typology found in this paper provides a practical insight into the characteristics of services falling into the classification of mass services. The value of the classification is that managers can better understand the unique aspects of mass services, thus, allowing for a better utilization of limited resources. Moreover, the paper provides insights into a service classification that has received limited research emphasis, yet, is attracting increasing industry attention. Originality/value — This paper provides academics and practitioners with a framework that has both tactical and strategic implications. These implications include enhancing the customer experience and thus customer retention, resource management, employee training and service management. Given that such a framework has not been forwarded in the literature, the typology presented in the current paper makes an original contribution to the literature

Service decision-making: The interrelationship of service quality, satisfaction, quality of life and behavioural intent.

This study extends previous research on service decision making by examining the relationship between service quality, process satisfaction, outcome satisfaction, quality of life and behavioural intent. The model was tested in a high involvement, high-contact, on-going health service environment. The impact of service quality, process satisfaction and outcome satisfaction and quality of life on the behavioural intentions of customers was specifically examined. A number of notable findings are reported including empirical results indicating that service quality has a direct impact on satisfaction as well as behavioural intentions. In turn, process and outcome satisfaction were found to play an important role in generating favourable behavioural intentions. Quality of life was found to be an outcome of the service decision-making process rather than an input into this process. The results obtained from this study have important implications for service providers as well as for future research in this area

Does experience matter? Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users

Purpose: Although customer relationships transpire through a process of time, encounters and experience, few studies have examined the dynamics of service relationships. This paper aims to address this issue by examining the effect of experience on the association between relational benefits and relationship quality, and between relationship quality and loyalty. Design/methodology/approach: Using a national sample of 376 service consumers and nine service industries, the study examines whether the impact of relationship benefits on perceptions of satisfaction, trust and commitment, and ultimately customer loyalty, differs significantly between novice and experienced customer cohorts. Findings: The results indicate significant differences between novice and experienced cohorts. Specifically, the impact of confidence, social and special treatment benefits on perceptions of satisfaction, trust and commitment, and ultimately customer loyalty, differ significantly based on a customer's level of relationship experience. Practical implications: The findings of this study have tactical and strategic implications for service firms, including effective customer asset management, resource allocation, and relationship strategy. Originality/value: This study makes a significant new contribution to theory and practice

Embedding relationship cues in written communication

Purpose Building and maintaining strong customer relationships has been suggested as a means for gaining a competitive advantage. Despite this, few studies have examined the link between written communication and relationship perceptions. Yet understanding the establishment of this link is a necessary precursor for the development of concrete relationship management strategies. This paper aims to test the effectiveness of wellknown and cited written communication elements in enhancing relationship perceptions. The paper specifically seeks to identify which elements of written communication are relationally conducive by examining the impact of these elements on customers' perceptions of the relationship they have with their service provider. Design/methodology/approach The paper reports the results of an empirical survey of 422 distance education customers in which customers were asked to assess relationally conducive written communication elements and the importance of these elements on relationship development. Findings It was found that four components of written communication – message clarity, aesthetics, accuracy and physical features – were perceived by customers as relational cues that influence their relationship with the service organisation. Originality/value These findings are of value to service managers developing written communication that is conducive to relationship development. The contribution of the paper is that it empirically establishes a link between written communication and service relationships; an untested link that has been presumed in the literature. This basic empirical foundation is a necessary first step in the development of this research area

Service quality attribute weights: How do novice and longer-term customers construct service quality perceptions

Service experiences often unfold over a series of consumption episodes, yet customer perceptions of these experiences are often treated as static events. This prevents a good understanding of the impact of consumption stage on service perceptions. Prior research reveals little about the variation in the salience of service quality attributes between novice and longer-term customers, especially in terms of contribution to overall service quality perceptions or about the effect of service quality and service satisfaction on behavioral intentions across consumption stages. This study examines these issues using cohort analysis within the context of ongoing health care services. Results indicate that the contribution of attributes to overall service quality differs across novice and longer-term customer cohorts, as does the interrelationship of service quality, satisfaction, and behavioral intentions. These findings have important implications for managing service processes, improving service provider performance, and enhancing customer service