Customer expectations for interactions with service providers: Relationship versus encounter orientation and personalized service communication

Abstract

This study examined customer expectations for interactions with service providers in public, commercial service contexts. Two customer surveys revealed significant differences in expectations for "relationships" versus "encounters," and for personalized service communication in varied service contexts. The surveys also revealed that customers who expect relationships with providers tend to expect personalized service communication from those providers. Customers' current involvement in service relationships predicted their expectations for relationships versus encounters with service providers. Post hoc interviews also suggested that customers have distinct social expectations and time use expectations that coincide with their expectations for relationships or encounters and personalized service communication from different types of providers.