ABSTRACT

The goal of this paper is to empirically measure the impact of multi-unit service touchpoints of dealership service and call center satisfaction toward word-of-mouth toward dealerships, product/brand satisfaction, and repurchase intentions. Based on structural equation modeling (SEM), the study found that dealership satisfaction with sequential service touchpoints significantly impacts word-of-mouth (WOM) recommendations toward dealership service but also repurchase intentions through the mediating effect of product/brand satisfaction. The model also reveals the extent to which the integration of call centers with sequential service touchpoints also impacts satisfaction and repurchase intentions. This study contributes to the service literature by closing an important knowledge gap in the area of ‘experiential’ services through the mapping of customer journeys. Theoretical and managerial implications are provided.

摘要

本文的目标是通过实证衡量经销商服务的多单元服务接触点和呼叫中心满意度对经销商口碑、产品/品牌满意度和回购意愿的影响。基于结构方程模型 (SEM)，该研究发现经销商对顺序服务接触点的满意度显着影响对经销商服务的口碑 (WOM) 推荐，但也会通过产品/品牌满意度的中介作用影响回购意愿。该模型还揭示了呼叫中心与顺序服务接触点的整合在多大程度上也影响了满意度和回购意愿。这项研究通过绘制客户旅程图来缩小“体验式”服务领域的重要知识差距，从而为服务文献做出了贡献。提供了理论和管理意义。