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Inbound Center Quality : Typology and Experimental Results

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abstract The aim of our study is to create a typology of inbound center quality. An analysis
of six cross-industry case studies showed that company strategy and value creation
characterise four inbound center types. We then examine drivers of inbound center
quality via two experiments with Swiss International Air Lines customers. The
findings propose that the quality of response time, communication, and compensation
are drivers for customer satisfaction, customer loyalty, and repurchase intention.
However, voluntary compensations decrease the impact of response time quality
and communication quality on customer satisfaction. The experiments highlight
differences between 12 experiment groups with moderator effects.
   
type conference paper (English)
   
keywords Inbound Center Quality, Customer Interaction, Customer Relationship, Typology,
Experiments, Structural Equation Modeling
   
name of conference 41st Annual European Marketing Academy Conference EMAC (Lissabon, Portugal)
date of conference 22-5-2012
title of proceedings Marketing to Citizens: Going beyond Customers and Consumers
page(s) 7
volume / edition 1. Auflage
publisher EMAC (Brüssel)
ISBN 978-989-732-004-0
review double-blind review
   
citation Schagen, A., Oral, C., Belz, C., Schögel, M., Schmitz, C., & Gnoth, J. (2012). Inbound Center Quality: Typology and Experimental Results. In Marketing to Citizens: Going beyond Customers and Consumers, 1. Auflage, pp.7. Brüssel: EMAC. - ISBN 978-989-732-004-0.