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Facilitating customer adherence to complex services through multi-interface interactions: the case of a weight loss service

Temerak, M.S.; Winklhofer, H.; Hibbert, S.A.

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Authors

M.S. Temerak

SALLY HIBBERT SALLY.HIBBERT@NOTTINGHAM.AC.UK
Professor of Consumer Behaviour



Abstract

Today’s communication landscape affords multiple service interfaces to promote customer engagement (i.e. adherence) with complex and prolonged services, but understanding of how customers use them is limited. This study compares personal and non-personal interfaces that provide educational and/or emotional support for customers to develop the operant resources (i.e. competence and motivation) necessary for adherence. A survey of 270 subscribers to a weight-loss programme demonstrates that booklets and a website (non-personal interfaces) provide educational support that enhances role clarity and ability to adhere, respectively. For novices, it is customer forums (personal interface) that afford the educational support needed to develop ability. Group meetings (personal interface) provide emotional support that boosts customer motivation to adhere and, in turn, encourages them to help other customers. Our study distinguishing types of support for adherence, accessed via multiple service interfaces, has implications for management and highlights needs for future research into complex and prolonged services.

Citation

Temerak, M., Winklhofer, H., & Hibbert, S. (2018). Facilitating customer adherence to complex services through multi-interface interactions: the case of a weight loss service. Journal of Business Research, 88, https://doi.org/10.1016/j.jbusres.2018.03.029

Journal Article Type Article
Acceptance Date Mar 26, 2018
Online Publication Date Apr 7, 2018
Publication Date Jul 30, 2018
Deposit Date Apr 10, 2018
Publicly Available Date Mar 29, 2024
Journal Journal of Business Research
Print ISSN 0148-2963
Electronic ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 88
DOI https://doi.org/10.1016/j.jbusres.2018.03.029
Public URL https://nottingham-repository.worktribe.com/output/948530
Publisher URL https://www.sciencedirect.com/science/article/pii/S0148296318301577

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