Authors: Gert Human; Michelle Hill
The importance of building customer’s experience over multiple interaction episodes is often overlooked despite being well documented by especially IMP researchers. If the experiences that customers gain over multiple interaction episodes can improve their willingness to recommend the firm, we can ask if this causal chain is relevant across all customer groups within the firm? Our paper explore this question using a simple model to explain willingness to recommend and then subject the model to empirically generated group comparisons. We motivate the use of an interaction experience construct and consider its impact on willingness to recommend directly as well as via the commonly employed influence on customer satisfaction. Having confirmed these relationships we explore group differences related to key theoretical dimensions of business relationships. We employ a focal firm approach in a business-to-business context and report the results emanating from 1004 responses. The observation of group differences and the lack thereof raises more research questions
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Publish Year: 2016
Conference: Cape Town (2016)