Donald C. Barnes

Investigating work engagement in the service environment

Purpose – Frontline employees (FLEs) represent a major source of value creation for the modern firm. As such, firms are constantly evaluating different attributes of potential and current employees in the hopes of attracting, retaining, and rewarding key employees. Recently, the construct of work engagement has garnered interest as an important indicator of employee performance. However, much is unknown about this construct with regards to antecedents, outcomes and measurement. Thus, the purpose of the current research is to contribute to the developing literature on work engagement. Design/methodology/approach – Data were collected from FLEs across high and low customer contact service contexts. The hypothesized relationships in the model were tested using structural equation modeling (SEM). Findings – This research provides empirical evidence that service climate, job satisfaction and affective commitment influence work engagement. Employees work engagement subsequently impacts constructs such as caree...

Tailoring to Customers’ Needs Understanding How to Promote an Adaptive Service Experience With Frontline Employees

For most organizations, the ability to adapt a service experience is the responsibility of frontline employees (FLEs). Previous research on adapting or customizing a service has focused much of its attention on the internal motivations or predispositions of FLEs to adapt a service. However, the ability to adapt a service experience is often a function of management setting expectations and allocating appropriate resources. Regardless of the FLE’s internal motivation, service providers need to educate employees on how and when to adapt a customer’s service experience. Drawing on role theory, our study focuses on how mangers can promote adaptive behaviors with FLEs. Our findings identify two major processes in adapting a service experience: (1) recognition of customer needs through employee empathy and anticipation and (2) creation of alternatives to meet those needs through employee creativity. To further examine the managerial influence on adapting a service, we explore how the perceived service climate of the organization and employee empowerment influences FLEs’ ability to adapt a service. Results of our study indicate that perceived service climate has a larger impact on recognition of customer needs, while empowerment has a stronger influence on the creation of alternatives. From a managerial perspective, this research highlights that adaptive behavior can be fostered in FLEs and is not solely dependent on hiring the “right” people who are predisposed to adapt. The findings of our study have implications for business practice in managing service encounters, employee empowerment, and training.

Investigating the Employee’s Perspective of Customer Delight

With ever-increasing expectations from customers, sales managers need to assess if trying to delight customers is a worthy pursuit. While the concept of delight has been studied from both customer and management perspectives, the employee’s perspective has not been evaluated with the same intensity. To explore this underresearched area, the authors performed critical incident studies of frontline employees (FLEs) to understand their perceptions of what it means to delight customers, and how in turn these perceptions affect psychological and behavioral states of employees. The results of this analysis revealed that employees who delighted customers experienced improved customer orientation and increased job skills. In addition, many FLEs experienced an emotional contagion of positive emotions from a customer during a delightful experience. The authors also investigated the difference between employees’ perceptions of delight and satisfaction, thereby providing a comparison of how the two levels impact employee performance.

Customer delight and work engagement

Purpose – The purpose of the current research is to evaluate how customer contact level and customer service-based role conflict influence the relationship between customer emotions and work engagement, while simultaneously evaluating psychological capital as an outcome of work engagement. Customer service research highlights the impact of employee attitudes and behaviors on customer satisfaction. More recently, this relationship has been examined in reverse, evaluating how customer emotions influence the employee. Unfortunately, previous research has not evaluated variables that inhibit the impact of customer emotions on the employee. Design/methodology/approach – Data were collected from frontline employees across high and low customer contact service contexts. The hypothesized relationships were tested using structural equation modeling. Findings – This research provides empirical evidence that employee-perceived customer delight impacts employee work engagement. However, through a process of feedback,...

Delighting Baby Boomers and Millennials: Factors that Matter Most

Are delight-producing factors different for baby boomers than for millennials? Does gender have an impact on this relationship? The authors utilize the critical incident technique to answer these questions. Results reveal an age-gender interaction indicating significant differences in drivers of delight for females only. Female baby boomers cite caring employees, expertise, and service failure recovery as key factors in creating delight. Female millennials place greater importance on friendly, attentive/helpful employees, and time issues. Significant differences did not exist between baby boomer and millennial males. Overall, the findings highlight the importance of understanding different customer segments when developing a customer delight strategy.

Multiple paths to customer delight: the impact of effort, expertise and tangibles on joy and surprise

Historically, firms have dedicated an abundance of resources in the pursuit of customer satisfaction and its corresponding favorable consequences. However, research indicates that customer satisfaction may not necessarily result in the outcomes pursued. This paper aims to focus on the concept of customer delight and explore antecedents and consequences of interest to the service firm. More specifically, the proposed model explores the linkages of employee effort, employee expertise and the firm’s tangibles to customer surprise and joy which in turn lead to customer delight and per cent of budget spent.,Data were collected from a grocery store. The hypothesized relationships were tested using structural equation modeling.,Results from this study yield new insights into the dual pathways leading to customer delight through joy and surprise. That is, joy and tangibles lead to both joy and surprise, whereas expertise leads to joy alone. Both joy and surprise are completely mediated through delight to per cent of budget spent. Interestingly, higher frequency customers experience a stronger relationship from joy to delight.,The findings have implications for the ongoing debate on the viability of customer delight and extending the theoretical understanding of why customer delight represents such a powerful force in the service environment.,By providing specific variables that impact both joy and surprise, management can develop tactics to develop delight initiatives.,This is the first study proposing multiple paths to customer delight. Further, this is the first study to link needs based and disconfirmation into a single model.

Observing delightful experiences of other customers: the double-edged sword of jealousy and joy

Purpose Deciding on the appropriate level of service is one of the paramount decisions a firm must make. Making this decision more complicated is the debate regarding the viability of aiming for the highest level of service or customer delight. One avenue of research missing from the literature is the impact of providing delight to one customer while in the presence of others. In response the purpose of this paper is to evaluate the emotional and cognitive reactions of the observing customer. Design/methodology/approach Structural equation modeling was utilized to evaluate a sample of 272 respondents. Additional moderation analysis was conducted on the impact of perceived deservingness. Findings Findings indicate that the observing customer experiences the dual effects of joy and jealousy which both impact perceptions of unfairness and subsequent behaviors of complaining and repurchase. The perceived deservingness of the customer experiencing the delight is shown to reduce the impact of jealousy on unfairness. Research limitations/implications The main limitations include cross-sectional data and the fact that the data were retrospective. Practical implications This research suggests that firms should embrace the positive contagion that occurs between the delighted customer and observer while attempting to minimize the impact of jealousy. Originality/value This is the first research to quantitatively evaluate the impact of a customer viewing another customer receiving delight.

The role of delight in driving repurchase intentions

A channel differentiator for brick-and-mortar retail stores is the availability of salespeople to assist customers directly in their purchase decision. This research considers two aspects of customer interactions with retail salespeople that lead to perceptions of extraordinary service and enhance repurchase intentions: customer comfort and salesperson expertise. Retail customers desire value-added informational assistance from the salesperson to minimize ambiguity associated with the product and to reduce the risk associated with a purchase decision. A retail salesperson needs to make customers feel comfortable so that the customer will share specific needs during the interaction, and the salesperson can recommend appropriate products and services. Our findings reveal that while both customer comfort and salesperson expertise positively influence satisfaction with the salesperson and customer delight, only customer delight leads to repurchase intentions. While satisfaction is a commonly asserted goal for retailers; the present research suggests that in a transaction-based environment, elevated emotions such as customer delight represent a more powerful predictor of repurchase intentions. This research provides evidence of trainable salesperson behaviors that enhance customer perceptions of extraordinary service and offer firms an opportunity for significant performance gains.

Implementing a Delight Strategy in a Restaurant Setting The Power of Unsolicited Recommendations

Identifying specific initiatives that can be undertaken by frontline employees to enhance customer delight is of great interest to service firms. In the hopes of contributing to this objective, the current research evaluates the impact of server recommendations on customer delight. Findings indicate that unsolicited server recommendations have a significant positive impact on customer delight. Moreover, the research provides no evidence to suggest that repercussions will result for the service provider even if the provision of an unsolicited recommendation leads to a negative outcome. The mediating role of expectations is examined to gain a better understanding of these recommendation effects. Consistent with self-fulfilling prophecy, the results reveal that customers are capable of experiencing delight even in heightened pre-experience expectation situations. These results provide evidence that the pursuance of customer delight as a strategic objective may warrant additional consideration.