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

Giannis Kostopoulos, Spiros Gounaris, Ioannis Rizomyliotis

Research output: Contribution to journal › Article

2 Citations (Scopus)

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.
LanguageEnglish
Pages513-529
Number of pages17
JournalJournal of Strategic Marketing
Volume22
Issue number6
Early online date7 May 2014
DOIs
Publication statusPublished - 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, 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

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

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