Facilitating customer adherence to complex services through multi-interface interactions: the case of a weight loss service

Temerak, M.S. and Winklhofer, H. and Hibbert, S.A. (2018) Facilitating customer adherence to complex services through multi-interface interactions: the case of a weight loss service. Journal of Business Research . ISSN 0148-2963 (In Press)

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Abstract

Today’s communication landscape affords multiple service interfaces to promote customer engagement (i.e. adherence) with complex and prolonged services, but understanding of how customers use them is limited. This study compares personal and non-personal interfaces that provide educational and/or emotional support for customers to develop the operant resources (i.e. competence and motivation) necessary for adherence. A survey of 270 subscribers to a weight-loss programme demonstrates that booklets and a website (non-personal interfaces) provide educational support that enhances role clarity and ability to adhere, respectively. For novices, it is customer forums (personal interface) that afford the educational support needed to develop ability. Group meetings (personal interface) provide emotional support that boosts customer motivation to adhere and, in turn, encourages them to help other customers. Our study distinguishing types of support for adherence, accessed via multiple service interfaces, has implications for management and highlights needs for future research into complex and prolonged services.

Item Type: Article
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Depositing User: Eprints, Support
Date Deposited: 10 Apr 2018 12:50
Last Modified: 11 Apr 2018 04:16
URI: http://eprints.nottingham.ac.uk/id/eprint/51063

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