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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.

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.

Journal Article Type Article
Publication Date Jul 30, 2018
Journal Journal of Business Research
Print ISSN 0148-2963
Electronic ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 88
APA6 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
DOI https://doi.org/10.1016/j.jbusres.2018.03.029
Publisher URL https://www.sciencedirect.com/science/article/pii/S0148296318301577
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0





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