The service hand-off: effects of multivendor service performance on customer satisfaction - an experimental study

摘要

Purpose - Simple transactions are evolving into complex service relationships that require the attention of multiple organizations. When integratedrnproducts fail, customers must determine which organization is responsible and capable of resolving the problem. If the initial firm contacted cannotrnresolve the problem, it is then passed on to another until resolution. The objective of this paper is to determine how customer satisfaction with onernorganization may be moderated by the subsequent performance of another organization following the service issue hand-off.rnDesign/methodology/approach - Data otherwise unavailable from the market are collected using a unique, longitudinal internet-based experiment,rnwherein customer satisfaction is monitored throughout a complex exchange experience. During the exchange, problem ownership transfers from onernfirm's service organization to that of another.rnFindings - Results show three forms of damage resulting from a service hand-off: a credibility loss; a dissatisfaction compounding effect; and arnresolution delivery failure effect. When problem resolution requires the attention of a second service provider, customer perceptions of the initial servicernprovider are influenced by the performance of the second provider.rnPractical implications - A service provider can often avoid substantial damage to customer satisfaction by establishing, a priori, formal back-endrnpartnerships with other service providers.rnOriginality/value - Organizations typically do not monitor customer satisfaction once a service problem is abandoned or handed-off to anotherrnorganization. In this experimental study, customer satisfaction is carefully monitored as service exchange crosses organizational boundaries during arnservice experience simulated over the period of one week.