Behavioral biases in the service encounter: empowerment by default? (Поведенческие трафареты в сервисной встрече: наделение силой по умолчанию?)
Опубликовано на портале: 10-01-2003
Marketing Intelligence & Planning.
1999.
Vol. 17.
No. 4.
P. 192 - 201.
Discusses the findings of a study in which 309 service encounters between customers
and customer-contact personnel in service businesses and retail stores were unobtrusively
observed, to measure the occurrence of selected service behaviors (i.e. mostly interpersonal
behaviors such as smiling, thanking customer, establishing eye contact, etc.), and
to investigate possible behavioral biases. On average, only 72 percent of the measured
behaviors were observed in each service encounter. Employees' behaviors were generally
less likely to be observed when served customers were male, young, caucasian, or
casually dressed. The propensity of frontline workers to systematically discriminate
against some types of customers on bases that have little or nothing to do with customers'
service requirements represents a downside of employee discretion dubbed as "empowerment
by default".
Ключевые слова
employee attitudes empowerment service quality services marketing полномочия персонала установки служащих
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