Abstract
The process through which customers resolve uncertainty regarding their participative role in service transactions may be similar to the process that organizational newcomers experience as they gain role clarity and assimilate into organizations.This study applies organizational socialization literature to examine customer socialization, information seeking, role clarity, and service outcomes. Results ( N = 328) indicate that (a) customers’ perceived social costs have a stronger association with information seeking than does felt need for information, (b) overt and indirect information seeking is related to role clarity, and (c) role clarity mediates relationships between overt and third-party information seeking tactics and service outcomes.The report concludes with discussion of the benefits of applying organizational socialization frameworks to service contexts.
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