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Title: The grey market and the service encounter : an investigation of satisfiers, dissatisfiers and complaining behaviour
Author: Grougiou, Vassiliki Elias
ISNI:       0000 0001 3521 2693
Awarding Body: University of Strathclyde
Current Institution: University of Strathclyde
Date of Award: 2008
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The general aim of the research is to explore the factors that are salient to senior customers' evaluations of service encounters and the effect that these factors might have on senior customers' behavioural reactions and future intentions. This general aim is further analysed into the following research objectives: 1) to explore senior customers' key satisfiers and dissatisfiers with service encounters, 2) to explore the attitudes of senior customers towards the making of complaints about unsatisfactory service encounters, and 3) to explore the factors that influence senior customers' complaining behaviour responses to unsatisfactory service encounters. Taking an interpretative research position, the views of sixty senior customers are sought through the use of in-depth interviews and projective techniques. The selection of the interviewees is the result of heterogeneity and criterion purposive sampling. The analysis of the data for this study is iterative and follows the paths of i) analysis on site, ii) running the data open, iii) focusing the analysis, and iv) deepening the analysis. Analysis and interpretation of this data suggests that a) the majority of the interviewees tend to base their evaluation of their overall service encounter on affective rather than on cognitive issues, b) psychological and emotional limitations appear to be better indicators compared to biological ones of the majority of the interviewed seniors' needs and wants in service provision, and c) interviewees' complaining attitude and behaviour often seem to be mainly driven by their image management. This study illuminates senior customers' needs and wants in the service encounter and provides insights about their behavioural responses when faced with a service failure.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral