Understanding communication processes in difficult service encounters: A fresh approach
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This paper presents an overview of a three-year program of research into the dynamics of problematic service encounters. The research aims to discover ways to optimize the outcomes from such encounters for both customers and service workers. Using an inter-disciplinary, multi-method approach, we examine service encounter strategies and processes that meet participants' psychosocial needs and thereby enhance outcomes for both parties. The paper elaborates on the aims, scope and theoretical underpinnings of this innovative approach, and describes the empirical studies that comprise the research program. Findings from the first three of six studies suggest that our dyadic, psychosocial needs approach delivers fresh insights into the service encounter interaction strategies that deliver mutually-favorable outcomes for customers and service workers.
Marketing strategy, economics, operations and human resources: Insights on service activities. 2010 Proceedings