September 23 – Building Advantage through Customer Service

1. September 23 -- Building Advantage through Customer Service
Required Reading:
Michael Levy and Barton Weitz, “Customer Service,” Chapter 19 in Levy and
Weitz, Retailing Management, 7th edition. New York: McGraw-Hill, 2009
Yim, Chi Kin (Bennett); David K Tse;and Kimmy Wa Chan (2008), “Strengthening
Loyalty Through Intimacy and Passion: Roles of Customer–Firm Affection and
Customer–Staff Relationships in Services,” Journal of Marketing Research,
45(December), 741-756
Individual presentations:
Hennig-Thurau, Thorsten; Markus Groth; Michael Paull; and Dwayne D Gremler (2006), “ Are
Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect
Service Relationships,”Journal of Marketing, 70(July), 58-73 Graham
Matthew Meuler, May Jo Bitner, Amy Ostrom, and Stephen Brown, “Choosing
Among Alternative Service Delivery Modes: An Investigation of Customer Trial
of Self-Service Technologies,” Journal of Marketing, 69(April 2005), 6183.Chenzi
Kwortnik, Robert J; W. Michael Lynn; and William T, Ross (2009), “Buyer
Monitoring: A
Means to Insure Personalized Service,”Journal of Marketing Research, 46(October),
573-583 Kunyoung
Additional readings
Mahn Hee Yoon, Jai Hyun Seo, and Tae Seog Yoon, “Effects of Contact
Employee Supports on Critical Responses and Customer Service Evaluation,”
Journal of Services Marketing, 18, 2004, 395-412
Christian Homberg and Andreas Furst, “How Organization Complaint Handling
Drives Customer Loyalty: An Analysis of the Mechanistic and Organic
Approach,” Journal of Marketing, 69(July 2005), 95-114.
Luo, Xueming and Christian Homburg (2007), “Neglected Outcomes of Customer Satisfaction,”
Journal of Marketing, 71(April 2007), 133-149.
Homburg, Christian, Jan Wieseke, Wayne D Hoyer (2009), “Social
Profit Chain,” Journal of Marketing, 73(March), 38-54
Iyengar, Raghuram; Asim Ansari; and Sunil Gupta (2007), “A
Identity and the Service–
Model of Consumer Learning
for Service Quality and Usage,” Journal of Marketing Research, 44(November), 529544
Challagalla, Goutam; R Venkatesh; and Ajay K Kohli, (2009),
“Proactive Postsales Service:
When and Why Does It Pay Off?” Journal of Marketing, 73(March), 70-87,
Discussion Questions:
1. What is the difference between service satisfaction and service quality? Since
service quality is assessed as the difference between expectation and evaluation,
should a firm attempt to lower expectations? What is the appropriate expectation
to consider – what you expect from the specific firm, what you expect from that
type of firm, what is your ideal experience?
2. What could you do to improve the customer service provided by service
3. What if any effect does replacing service providers with technology have on
service quality and customer loyalty?
All other except the presenters. Make up three hypotheses concerning customer
service. The hypotheses should be of the form “X causes Y.” Email the
hypothesis to me before class.