How to reduce the negative impact of customer non-compliance: an empirical study

Giannis Kostopoulos, Spiros Gounaris, Ioannis Rizomyliotis

Research output: Contribution to journalArticle

3 Citations (Scopus)
126 Downloads (Pure)

Abstract

This article focuses on the notion of customer non-compliance with front-line employees' instructions and company's policies during the service encounter. The aim of the study is to offer an alternative solution to the issue of customer non-compliance, exploring the factors that reduce its negative impact on service quality. For that reason, we developed a conceptual framework integrating the negative influence of customer non-compliance on perceived service quality with three moderating effects. To test the validity of the framework, a hierarchical approach was followed and data were collected from 120 managers and 585 customers of 120 hotels. The results confirm the negative influence of customer non-compliance on perceived service quality and indicate three organizational factors as reducing moderators of this influence: customer orientation, service blueprinting effectiveness and employee empowerment. Based on these conclusions, important implications for academics and practitioners are drawn.
Original languageEnglish
Pages (from-to)513-529
Number of pages17
JournalJournal of Strategic Marketing
Volume22
Issue number6
Early online date7 May 2014
DOIs
Publication statusPublished - 2014

Keywords

  • customer non-compliance
  • service quality
  • service blueprinting
  • customer orientation

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