2016 Fiscal Year Final Research Report
Customer's Behaviour Modification in Service Encounters
| Project/Area Number |
15H06574
|
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| Research Category |
Grant-in-Aid for Research Activity Start-up
|
| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
|
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| Research Institution | Reitaku University |
|---|
Principal Investigator |
|
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| Project Period (FY) |
2015-08-28 – 2017-03-31
|
| Keywords | 逸脱修正行動 / 顧客マネジメント / サービス・マーケティング |
|---|
| Outline of Final Research Achievements |
Although some prior researches suggested some customer management tactics in service settings, researchers have paid little attention to how customers modify their dysfunctional behaviours. Consequently, validity of customer management tactics and possibility of other customers’ contribution for modifying dysfunctional behaviour have not yet been revealed. This revealed a wide variety of elements and triggers which affect the modification of dysfunctional customer behaviour. According to the research findings, two major elements are identified and interactions with unknown other customers particularly may have a strong impact on behaviour modification. Furthermore, seven triggers for customer behaviour modification were exploited. Results reveal the positive aspects of the negative phenomenon of dysfunctional customer behaviour in service settings and limited effectiveness of customer management tactics in service settings.
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| Free Research Field |
サービス・マーケティング
|
