KevoeFeldman2015a

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KevoeFeldman2015a
BibType ARTICLE
Key KevoeFeldman2015a
Author(s) Heidi Kevoe-Feldman
Title “What can you do for me?”: communication methods customers use to solicit personalization within the service encounter
Editor(s)
Tag(s) Service Encounter, EMCA, Institutional interaction
Publisher
Year 2015
Language English
City
Month
Journal Communication Monographs
Volume 82
Number 4
Pages 510–534
URL Link
DOI 10.1080/03637751.2015.1024916
ISBN
Organization
Institution
School
Type
Edition
Series
Howpublished
Book title
Chapter

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Abstract

When customers call a service organization to inquire about a problem with their account or order, they often find themselves dependent on representatives to assist them with their needs. One could argue that, from a customer's perspective, personalized service is a reasonable expectation within a service encounter. By tracking customers' orientation to when personalization is relevant for them, this article describes communication methods customers use to solicit individualized attention in an otherwise scripted service encounter. The findings in this article contribute to the body of work that focuses on the accomplishment of personalization within service encounters, and have implications for future research on communication practices in organizational contexts.

Notes