IRS Antje Hütten
Tuesday, 28 June 2016, 10 am, TIM Social Area
Essays on Various Aspects of Services Marketing in Complex Service Settings: Insights and Evidence on the Role of Tensions and Stereotypes in Interactions between Frontline Employees and Customers
Services are ubiquitous. They serve as distinct objects of exchange and equally important complementary parts of the physical goods sector. However, they are associated with inherent characteristics as compared with physical products, calling for distinct approaches to provide them effectively. Owing to these specific features the personal interaction, particularly between an organization’s frontline employees and customers, is inevitable. In terms of this personal interaction customers’ evaluation of the overall service provision process and outcome focuses on the frontline employees’ behavior. This is specifically true in complex service settings. Interactions in complex service settings can take place between all actors in the triad of employees, customers, and organizations. In five individual research papers the doctoral thesis sheds further light on various aspects of services marketing in this triad with a primary focus on interactions between frontline employees and customers. It thereby contributes to services marketing research and practice by providing insights and evidence on the role of tensions and stereotypes in interactions between frontline employees and customers with an emphasis on complex service settings.