Understanding the Effect of Perceived Reasonableness on Customer Satisfaction in Relation to Moral Identity: An Abstract
Abstract
A service provider standardizes various aspects of services to deliver those services ethically and satisfactorily. However, a service provider cannot plan for every contingency in designing its service specifications. Instead, a service provider could rely on morals of service personnel and customers and incorporate a certain level of flexibility within reason in its service design. The concept of "reasonableness" was proposed by Fukawa and Erevelles (2014) to explain such latitude that exists around expectations in the delivery of service. In this paper, we explore how customers' perceived reasonableness influences customer satisfaction in relation to moral identity of customers. First, we investigate whether the moral identity of customers influences perceived reasonableness. Second, we explore whether the effect of perceived reasonableness on customer satisfaction is explained by affective or cognitive processing. Our study indicates that moral identity is a critical determinant of perceived reasonableness. Furthermore, our study suggests that the perceived reasonableness influences customer satisfaction through affect rather than cognition.
Recommended Citation
Fukawa, N. (2018). Understanding the Effect of Perceived Reasonableness on Customer Satisfaction in Relation to Moral Identity: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, p.285. Springer.
The definitive version is available at https://doi.org/10.1007/978-3-319-66023-3_107
Department(s)
Business and Information Technology
International Standard Serial Number (ISSN)
2363-6173; 2363-6165
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2024 Springer, All rights reserved.
Publication Date
01 Jan 2018
