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Customer desire expectations about service employees: An analysis of hierarchical relations
Author(s) -
Pieters Rik,
Bottschen Günther,
Thelen Eva
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199812)15:8<755::aid-mar3>3.0.co;2-4
Subject(s) - laddering , feeling , psychology , clothing , service (business) , marketing , social psychology , business , archaeology , history
This article proposes a hierarchical model of customers' desire expectations about service employees, and of the motivations underlying the expectations. The model is based on recent developments in means–end chain theory. A paper‐and‐pencil laddering methodology is applied to collect data among 231 customers in Austria concerning their desire expectations about service employees of clothing stores. Additive tree and social network analyses reveal three orientations in customer desire expectations, covering the process, outcome, and relational aspects of service encounters. Meanings within orientations are mutually linked and hierarchically organized from desire expectations about specific service employees' behaviors, via customer goal attainments and feelings, to behavioral responses. Implications for service marketing theory and practice are offered. © 1998 John Wiley & Sons, Inc.