Smooth or sticky? An analysis of service variability
Abstract This study examines the impact of service variability on customer-perceived service quality across various stages of the customer experience journey. Through a behavioral experiment, the findings reveal that the overall perceived service quality is influenced by the interplay between the me...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2025-01-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-024-04185-w |
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| _version_ | 1832571949937590272 |
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| author | Jianlan Zhong Zhibin Lin Fu Jia Tobias Schoenherr |
| author_facet | Jianlan Zhong Zhibin Lin Fu Jia Tobias Schoenherr |
| author_sort | Jianlan Zhong |
| collection | DOAJ |
| description | Abstract This study examines the impact of service variability on customer-perceived service quality across various stages of the customer experience journey. Through a behavioral experiment, the findings reveal that the overall perceived service quality is influenced by the interplay between the mean and variability of service quality. Positive variability can elevate service quality at specific phases, yet its impact is contingent on the average service level. Moreover, the order in which positive and negative variability occur contributes to shaping overall perception. The research also indicates that new guests are more susceptible to variability than repeat customers. This study enriches the debate between consistency and unpredictability in service offerings, providing valuable insights to refine tourism service design and enhance overall customer satisfaction. |
| format | Article |
| id | doaj-art-ad5079ddf6bf424794e72ff5349cddb8 |
| institution | Kabale University |
| issn | 2662-9992 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj-art-ad5079ddf6bf424794e72ff5349cddb82025-02-02T12:13:20ZengSpringer NatureHumanities & Social Sciences Communications2662-99922025-01-0112111310.1057/s41599-024-04185-wSmooth or sticky? An analysis of service variabilityJianlan Zhong0Zhibin Lin1Fu Jia2Tobias Schoenherr3College of Economics and Management, Fujian Agriculture and Forestry UniversityDurham University Business School, University of DurhamThe York Management School, University of YorkDepartment of Supply Chain Management, Broad College of Business, Michigan State UniversityAbstract This study examines the impact of service variability on customer-perceived service quality across various stages of the customer experience journey. Through a behavioral experiment, the findings reveal that the overall perceived service quality is influenced by the interplay between the mean and variability of service quality. Positive variability can elevate service quality at specific phases, yet its impact is contingent on the average service level. Moreover, the order in which positive and negative variability occur contributes to shaping overall perception. The research also indicates that new guests are more susceptible to variability than repeat customers. This study enriches the debate between consistency and unpredictability in service offerings, providing valuable insights to refine tourism service design and enhance overall customer satisfaction.https://doi.org/10.1057/s41599-024-04185-w |
| spellingShingle | Jianlan Zhong Zhibin Lin Fu Jia Tobias Schoenherr Smooth or sticky? An analysis of service variability Humanities & Social Sciences Communications |
| title | Smooth or sticky? An analysis of service variability |
| title_full | Smooth or sticky? An analysis of service variability |
| title_fullStr | Smooth or sticky? An analysis of service variability |
| title_full_unstemmed | Smooth or sticky? An analysis of service variability |
| title_short | Smooth or sticky? An analysis of service variability |
| title_sort | smooth or sticky an analysis of service variability |
| url | https://doi.org/10.1057/s41599-024-04185-w |
| work_keys_str_mv | AT jianlanzhong smoothorstickyananalysisofservicevariability AT zhibinlin smoothorstickyananalysisofservicevariability AT fujia smoothorstickyananalysisofservicevariability AT tobiasschoenherr smoothorstickyananalysisofservicevariability |