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

Giannis Kostopoulos; Spiros Gounaris; Ioannis Rizomyliotis

doi:10.1080/0965254X.2014.914056

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

Giannis Kostopoulos, Spiros Gounaris, Ioannis Rizomyliotis

Marketing

Research output: Contribution to journal › Article

2 Citations (Scopus)

120 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 language	English
Pages (from-to)	513-529
Number of pages	17
Journal	Journal of Strategic Marketing
Volume	22
Issue number	6
Early online date	7 May 2014
DOIs	https://doi.org/10.1080/0965254X.2014.914056
Publication status	Published - 2014

Fingerprint

Empirical study

Noncompliance

Perceived service quality

Service quality

Managers

Service encounter

Customer orientation

Factors

Hotels

Moderator

Employee empowerment

Frontline employees

Moderating effect

Organizational factors

Conceptual framework

Keywords

customer non-compliance
service quality
service blueprinting
customer orientation

Cite this

Kostopoulos, G., Gounaris, S., & Rizomyliotis, I. (2014). How to reduce the negative impact of customer non-compliance: an empirical study. Journal of Strategic Marketing, 22(6), 513-529. https://doi.org/10.1080/0965254X.2014.914056

Kostopoulos, Giannis ; Gounaris, Spiros ; Rizomyliotis, Ioannis. / How to reduce the negative impact of customer non-compliance : an empirical study. In: Journal of Strategic Marketing. 2014 ; Vol. 22, No. 6. pp. 513-529.

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Kostopoulos, G, Gounaris, S & Rizomyliotis, I 2014, 'How to reduce the negative impact of customer non-compliance: an empirical study', Journal of Strategic Marketing, vol. 22, no. 6, pp. 513-529. https://doi.org/10.1080/0965254X.2014.914056

How to reduce the negative impact of customer non-compliance : an empirical study. / Kostopoulos, Giannis; Gounaris, Spiros; Rizomyliotis, Ioannis.

In: Journal of Strategic Marketing, Vol. 22, No. 6, 2014, p. 513-529.

Research output: Contribution to journal › Article

TY - JOUR

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T2 - an empirical study

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AU - Gounaris, Spiros

AU - Rizomyliotis, Ioannis

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AB - 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.

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