““A Behavioral Approach A Behavioral Approach to the Study of Service to the Study of Service

Phenomena”Phenomena”

Mike BradyMike BradyFlorida State UniversityFlorida State University

Overview:Overview:- - **My views* on Service * on Service Research:Research:

- - A look backwards- A look at today

- Implications for service research- Implications for you

- Implications for doing research

- Implications for the job market

*Disclaimer: I’m*Disclaimer: I’m not REALLY a not REALLY a behavioral researcher behavioral researcher

(I don’t even own a pair of sandals….)

Conceptual ModelingConceptual Modeling

An emphasis of early service research was “conceptual modeling.”

One focus in this trend had to do with understanding constructs:– Service quality (PZB 1985, 1988)– Value (Zeithaml 1988)– Satisfaction (Oliver 1981, 1997)– Behavioral intentions (ZBP 1996)– Loyalty (Oliver 1999)– Service recovery (Smith, Bolton & Wagner

1998; Tax and Brown 1998)

Conceptual Path ModelsConceptual Path Models

A second focus in this trend had to do with understanding how constructs relate to each other (“path models”):– Bolton & Drew 1991– Ostrom and Iacobucci 1995– Fornell et al. 1996– Boulding et al. 1993– Sweeney, Soutar, and Johnson 1999– Andreassen 1998– Cronin, Brady, and Hult 2000

Service Research TrendsService Research Trends

Relatively few studies enlisted behavioral techniques.

Some (un)scientific evidence:– JSR 2000 – 2002:

• 20 path models• 4 experimental studies• 2 qualitative

– JSR 2006 – 2007: • 15 path models• 8 experimental studies• 6 qualitative

Service Research TrendsService Research Trends

Some more (un)scientific evidence: 2006 SERVSIG Award Winning Paper:

– “Inferences about the Brand from Counterstereotypical Service Providers,” Matta and Folkes

Recent JSR ExamplesRecent JSR Examples

– “The Influence of Angry Customer Outbursts on Service Providers’ Facial Displays and Affective States”

– “Aesthetics and Professionalism of Virtual Servicescapes”

– “Managing Voice-to-Voice Encounters: Reducing the Agony of Being Put on Hold”

– “The Moderating Role of Familiarity in Fairness Perceptions of Revenue Management Pricing”

– “The Impact of Sponsor Fit on Brand Equity: The Case of Nonprofit Service Providers”

– “Should Recommendation Agents Think Like People?”

Implications for Service Implications for Service ResearchResearch

We need to remember that service research is still relatively new.

It appears that now that a conceptual foundation is established, the next steps entail an infusion of other areas (e.g., behavioral research)– The establishment of conceptual linkages allows

for causal verification.– Recent JSR Examples:

• “How Effective Are Loyalty Reward Programs in Driving Share of Wallet?”

• “Differential Effects of Preferential Treatment Levels on Relational Outcomes”

Implications for doing Implications for doing behavioral service behavioral service research research

Some Things I’ve noticed:– On the upside:

• IRB headaches aside, data are easier to obtain• Findings are conclusive

– There’s no “reasonable” significance– p-values are not inherently flawed

• Internal validity is within your control– CMV

Some Things I’ve noticed:– On the downside:

• The learning curve is relatively steep– A fair degree of cleverness is needed

• Misbehaving data• Residual distaste for practical implications

Implications for doing Implications for doing behavioral service behavioral service research research

Implications for the Job Implications for the Job MarketMarket

A Word of Caution:– The largest number of students on the job market

last year (and every year) defined themselves as “consumer behavior”

– Only 4% defined themselves as “services” the last three years

• Do you really want to compete with the majority of the market?

• If you’re not from a CB-oriented school, do you really want to compete with students from CB schools?

Implications for the Job Implications for the Job MarketMarket

You might consider adopting “a behavioral approach to the study of service phenomena” (or the like)

Consider looking at research questions that build on prior research and have interesting strategic and/or practical implications.

Some Working ProjectsSome Working Projects

“Consumer Responses to Performance Failures by High-Equity Brands” (in press)

Conveying Trust to Online Consumers Service Bundle Incentives On the Use of Humor in Service Encounters Web-Based Instructor Ratings Grace Under Pressure

My Christmas List My Christmas List 2007….2007….