Structuring the service encounter : a test of alternatives

Batista, Maria da Graça Câmara; Cunha, Miguel Pina e; Rego, Arménio

http://hdl.handle.net/10400.3/4972

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Authors

Batista, Maria da Graça Câmara

Cunha, Miguel Pina e

Rego, Arménio

Abstract(s)

Purpose – This paper analyses the influence of three different forms of structuring the service encounter (standardization, spontaneity, minimal structure) on the perception of service quality and job satisfaction. Design/methodology/approach – A simulation of service interaction was elaborated, where individuals received different instructions related to the structure they should consider (standardization, spontaneity, minimal structure). This study was complemented by a correlational one that accessed the type of structure used and satisfaction with the service interaction. Findings − The results suggest that higher levels of job satisfaction and service quality exist when minimal structures are used. Research limitation/implications – The first part of the study is a simulation. Practical implications – The findings help practitioners make more informed choices concerning the structures they adopt to manage service encounters. Originality/value – The study empirically explores the application of minimal structures to the service encounter.

Keywords

Customer Satisfaction Minimal Structures Provider Satisfaction Service Quality Service Structures

URI

http://hdl.handle.net/10400.3/4972

Citation

Batista, Maria da Graça; Cunha, Miguel Pina; Rego, Arménio (2011). Structuring the service encounter: a test of alternatives, “Working Paper Series” nº 7/11, 20 pp.. Ponta Delgada: Universidade dos Açores, CEEAplA-A.