Evaluating positive customer feedback– a dyadic perspective

This study will expand the understanding of positive customer feedback in a service encounter, Transformative Service Research (TSR) and customer feedback literature. With rising significance of TSR, there is a need to... [ view full abstract ]

This study will expand the understanding of positive customer feedback in a service encounter, Transformative Service Research (TSR) and customer feedback literature. With rising significance of TSR, there is a need to consider positive aspects of service encounters and their impacts on the well-being of service and customer entities. Therefore, a dyadic perspective will be adopted, involving customers and front-line employees to identify whether the perception of front-line employees differs from customer perception regarding positive customer feedback. An exploratory study utilising a novel integrated methodological approach, combining two well established qualitative techniques: Laddering and the Zaltman Metaphor Elicitation Technique (ZMET), will be employed. In-depth laddering interviews with 40 respondents consisting of 20 customers and 20 front-line employees will be conducted. The analysis will compare front-line employee and customer perception with regards to the attributes, consequences and values associated with positive customer feedback giving and receiving. This study will discuss important managerial implications regarding the management of positive service encounters, which are crucial for successful customer relationship building and for the improvement of service and customer entities’ well-being.