robertson-needtovent-2004.pdf (101.02 kB)
The need to vent and dissatisfactory self-service technology encounters
conference contribution
posted on 2004-01-01, 00:00 authored by Nichola RobertsonNichola Robertson, Robin ShawReports of customer dissatisfaction with self-service technologies (SSTs) are becoming increasingly common. The SST context is characterised by customer participation in service production and delivery, independently of service personnel. With no opportunity for humanto- human interaction, feelings of customer irritation and frustration can have a tendency to build-up in dissatisfactory SST encounters. If SSTs do not perform as promised, customers can become angry and frustrated, and do not have the security or reassurance of human service personnel. With this in mind, it is argued that customers’ “need to vent” will be an important predictor of customers’ complaint behaviours (CCBs), i.e., voice, negative word of mouth, negative “word of mouse”, third party action, false loyalty and exit, in dissatisfactory SST encounters. The “need to vent” is defined as the need, when one has a problem, to seek relief by expressing one’s problem / “getting it off one’s chest”. This construct has been subject to little conceptual or empirical scrutiny, and to the researchers’ knowledge, has not been previously operationalised or measured. This paper begins to address this gap by presenting a conceptual model and hypotheses depicting the relationships between the need to vent and CCBs in the context of SSTs.
History
Title of proceedings
ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedingsEvent
Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)Publisher
ANZMACLocation
Wellington, New ZealandPlace of publication
Dunedin, N.Z.Start date
2004-11-29End date
2004-12-01ISBN-13
9780475122148ISBN-10
0475122143Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2004, ANZMACEditor/Contributor(s)
J Wiley, P ThirkellUsage metrics
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