IRS Antje Hütten
Wednesday, 19 November 2014, 9.30am, TIM Social Area
The Customer Interaction Experience - Exploring the Role of Stereotypes
This study introduces customer stereotypes to marketing research. In particular, I examine the formation of customer stereotypes, their manifestations (positive or negative), and their impact on customer percep- tion, employing three data sets from the hospital context. The first data set includes objective patient-level data such as patients’ age, severity level, and the number of operations performed on them. The second data set contains subjective employee-level data on e.g. the assessment of patient stereotypes. The third data set comprises subjective patient-level data such as patients’ perceived satisfaction with the hospital’s employees, their willingness to return to the healthcare institution if necessary, and their intention to recommend the hospital to others. I merge the three datasets and employ regression analysis to gain an understanding of the antecedents and consequences of customer stereotypes, examining hospital employees’ prejudices about their patients.