TY - JOUR
AU - Stuart, Jennifer Ames
AB - Six studies show that subtle contextual cues that increase customers’ self-awareness can be used to influence their satisfaction with service providers (while holding the objective service delivery constant). Self-awareness cues tend to increase customers’ satisfaction when the outcome of a service interaction is unfavorable, but they tend to decrease customers’ satisfaction when the outcome of the interaction is favorable. This is because higher self-awareness increases customers’ tendency to attribute outcomes to themselves rather than to the provider. Self-awareness can even influence satisfaction with service interactions that occurred far in the past. The authors demonstrate these effects across a variety of lab and field settings with different simulated retail experiences and with different real-life service interactions, including college courses, meals taken at a university cafeteria, and items purchased at an actual clothing store. The results further show that attempts to shape customers’ satisfaction by means of self-awareness are more likely to be effective when there is substantial customer responsibility for the outcome; when customers’ responsibility is limited, such attempts may backfire.
TI - Shaping Customer Satisfaction through Self-Awareness Cues
JF - Journal of Marketing Research
DO - 10.1509/jmkr.47.5.920
DA - 2010-10-01
UR - https://www.deepdyve.com/lp/sage/shaping-customer-satisfaction-through-self-awareness-cues-MZEQcsedb6
SP - 920
EP - 932
VL - 47
IS - 5
DP - DeepDyve
ER -