Customer Reactions to Service Provider Overgenerosity

Existing research in services marketing has mostly focused on service encounters in which the service provider fails to meet customer expectations. Service encounters in which customer expectations are exceeded have not been as thoroughly examined. This article focuses on service encounters characte...

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Main Authors: Hooman, Estelami, De Maeyer, Peter
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2002
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Online Access:https://ink.library.smu.edu.sg/lkcsb_research/2396
https://doi.org/10.1177/1094670502004003004
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Institution: Singapore Management University
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spelling sg-smu-ink.lkcsb_research-33952010-09-23T12:30:04Z Customer Reactions to Service Provider Overgenerosity Hooman, Estelami De Maeyer, Peter Existing research in services marketing has mostly focused on service encounters in which the service provider fails to meet customer expectations. Service encounters in which customer expectations are exceeded have not been as thoroughly examined. This article focuses on service encounters characterized by service provider generosity: the act of giving customers value beyond their expectations. Utilizing an experimental research design, the authors demonstrate that consumer reactions to such behavior are moderated by the organizational level of the service provider as well as the existence of a past purchase history. Counter to conventional belief, under certain conditions, overgenerosity may hinder customer assessments of a service. The article concludes with a discussion of the implications for services marketing strategy and research. 2002-02-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/2396 info:doi/10.1177/1094670502004003004 https://doi.org/10.1177/1094670502004003004 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Business
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Business
spellingShingle Business
Hooman, Estelami
De Maeyer, Peter
Customer Reactions to Service Provider Overgenerosity
description Existing research in services marketing has mostly focused on service encounters in which the service provider fails to meet customer expectations. Service encounters in which customer expectations are exceeded have not been as thoroughly examined. This article focuses on service encounters characterized by service provider generosity: the act of giving customers value beyond their expectations. Utilizing an experimental research design, the authors demonstrate that consumer reactions to such behavior are moderated by the organizational level of the service provider as well as the existence of a past purchase history. Counter to conventional belief, under certain conditions, overgenerosity may hinder customer assessments of a service. The article concludes with a discussion of the implications for services marketing strategy and research.
format text
author Hooman, Estelami
De Maeyer, Peter
author_facet Hooman, Estelami
De Maeyer, Peter
author_sort Hooman, Estelami
title Customer Reactions to Service Provider Overgenerosity
title_short Customer Reactions to Service Provider Overgenerosity
title_full Customer Reactions to Service Provider Overgenerosity
title_fullStr Customer Reactions to Service Provider Overgenerosity
title_full_unstemmed Customer Reactions to Service Provider Overgenerosity
title_sort customer reactions to service provider overgenerosity
publisher Institutional Knowledge at Singapore Management University
publishDate 2002
url https://ink.library.smu.edu.sg/lkcsb_research/2396
https://doi.org/10.1177/1094670502004003004
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