Beomjoon Choi

The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery

Purpose – This study seeks to examine perceived corporate social responsibility (CSR) with a focus on ethical and legal questions, related to the constructs such as recovery satisfaction, customer trust, and loyalty after a service failure. Design/methodology/approach – An empirical test was conducted on this relationship in the context of service failure and recovery. A structural equation model was employed to test the hypotheses. Findings – Results indicate that perceived CSR has a significant impact on customer trust and loyalty and that customer trust serves as a key mediating variable in service recovery. Research limitations/implications – This study provides a theoretical implication for the relationship between perceived CSR and the relationship constructs such as service recovery satisfaction, customer trust, and loyalty. Practical implications – The results suggest that managers may need to be aware of perceived CSR as a key variable in restoring customer loyalty. The results further suggest th...

The role of customer affection and trust in loyalty rebuilding after service failure and recovery

This study investigates the dynamics of customer affection and customer trust on customer loyalty intention after cases of service failure and recovery. The results demonstrate that after customers experience service failure and recovery, customer affection has a greater influence on customer trust but less in loyalty intention, whereas customer trust becomes more influential in loyalty intention in comparison to the time prior to a service failure. The findings suggest that the rebuilding of loyalty after a service failure and recovery relies primarily on the recovery of trust and that the key determinant of trust recovery is customer affection. Theoretical and managerial implications are also discussed.

A Review of Assessment of Student Learning Programs at AACSB Schools: A Dean's Perspective

The authors report the results of a survey of 420 deans at Association to Advance Collegiate Schools of Business-accredited business schools in an attempt to describe how these schools have implemented the new assurance of learning standards. The results indicate that the majority of schools budget over

The relationship between employee satisfaction and customer satisfaction

10,000 annually to implement their assessment programs. Written or oral assignments are frequently used as direct measures of student leaning. Surveys of graduating seniors and alumni are often used as indirect measures of student learning. Minor modifications to existing courses and closer coordination of multisection courses were the most frequent changes made to improve student learning. Faculty frequently participate in assessment tasks, including defining the learning goals of the degree program, developing instruments to measure student learning, and creating and implementing changes to improve student learning. Major causes of faculty resistance to assessment include the demanding time commitment and the lack of appropriate knowledge required to conduct assessment.

The Influence of Customer Experience Quality on Customers' Behavioral Intentions

Purpose – This study aims to examine whether the relationship between employee satisfaction (ES) and customer satisfaction (CS) is bilateral or unilateral based on dyadic data. In addition, it seeks to examine the role of moderating variables which have incremental impacts on this link.Design/methodology/approach – The authors conducted an empirical test on this relationship in an educational service context. Structural equation modeling was employed to test the hypotheses.Findings – Results indicate that employee satisfaction leads to CS but CS did not affect ES, which suggests that the relationship between ES and CS is unilateral rather than bilateral. The findings also demonstrate that the dispositional variables (i.e. self efficacy, cooperative orientation) moderate the impact of ES on CS.Research limitations/implications – This study provided theoretical implications for the ES‐CS relationship.Practical implications – This finding suggests that top level management in the service industry must take a...

The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings

The current study proposes and tests a theoretical model of the relationship among service outcome quality, interaction quality, peer-to-peer quality, and customer experience quality, and the impact of customer experience quality on customer loyalty. The findings indicate that service outcome quality, interaction quality, and peer-to-peer quality perceptions significantly influence customer experience quality, which, in turn, influences customer loyalty. Furthermore, the findings show that the relationship between the antecedents of customer experience quality, service outcome quality and peer-to-peer quality, and customer experience quality are moderated by gender.

The Use of Portraits and Performance Statements of Service Providers in Marketing Communications

Purpose Creating superior customer experience quality is important to firm success, but the link between customer experience quality and customer-to-customer interaction quality – a critical component of customer experience quality in mass service settings – has seldom been spotlighted. This paper aims to propose and test a theoretical model of the relationship among three types of customer-to-customer interaction quality (friend-interaction, neighboring customer-interaction and audience-interaction) and customer experience quality. They also examine these variables’ effects on customer citizenship behavior in mass service settings. Design/methodology/approach The authors collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. Findings Friend-interaction and audience-interaction quality perceptions significantly influence customer experience quality, with neighboring customer-interaction quality perception significant only for low communication quality. We find that enhancing customer experience quality is crucial to promoting citizenship behavior in mass service settings. Practical implications Neighboring customer-interaction quality perception has a significant effect on customer experience quality, particularly in a low communication quality situation. Therefore, service marketers should provide effective neighboring customer-interaction management schemes to enhance experience quality together with friend-interaction and audience-interaction management schemes when customers experience low communication quality. Additionally, service marketers should focus on enhancing communication quality only when anticipating low neighboring customer-interaction quality. Originality/value The findings highlight the effects of three types of customer-to-customer interaction quality on customer citizenship behavior through experience quality perception in mass service settings, and the effect of neighboring customer-interaction quality perception on customer experience quality, moderated by communication quality.

The Carryover Effect of Customer Satisfaction on Service Quality Focused on Moderating Effect of Customer Trust and Cooperative Orientation

Previous research has found ad size, information content, and the use of color to be critical in Yellow Pages advertising. In addition, we suggest that the presence of an assurance cue and service owners’ portraits also help in enhancing ad effectiveness, and that the effectiveness of these cues varies across service types. Our findings demonstrate that the use of portraits and personal performance statements as cues of service quality are effective as compared to an ad without such cues, but the impact of each and synergistic effects on attitude toward the ad and behavioral intentions vary across service types.

The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth

ABSTRACT The current study is intended to provide a novel contribution in regards to the relationship between service quality and customer satisfaction by focusing on carryover effects of satisfaction judgment on perceived service quality of the subsequent transaction. In addition, we probe the role of customer trust in the relationship between customer satisfaction and service quality. The results indicate a cycle of customer satisfaction and perceived quality over time, which validates the concept of cycle of satisfaction. The results also indicate trust toward a service provider has a moderating role on the relationship between customer satisfaction and perceived service quality.