A goal-driven framework for compliance-dependent services: Pathways to customer satisfaction and well-being

Chuanyi Tang, Lin Guo and Thomas Gruen

Journal of Business Research, 2024, vol. 177, issue C

Abstract: To address the prevailing low customer compliance rate in service programs, this study presents a goal-driven framework to explain the underlying motivational mechanisms of customer compliance and how compliance influences customers’ goal achievement as well as customer satisfaction and well-being. The results from a two-wave longitudinal survey of credit counseling clients yielded four primary findings. First, compliance is driven by customers’ commitment to their pre-set goals in addition to their commitment to the relationship with the service organization. Second, compliance enhances customer well-being via customers’ goal achievement. Next, compliance, regardless of goal achievement, serves as a direct source of customer satisfaction. Finally, goal commitment gradually loses its motivational power when customers are progressing toward their program goals. The findings suggest that service providers need to help customers set and maintain a program goal to facilitate compliance and goal achievement since they are the determinants of customer satisfaction and personal well-being.

Keywords: Customer compliance; Goal commitment; Relationship commitment; Consumer well-being; Customer satisfaction (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:177:y:2024:i:c:s0148296324001516

DOI: 10.1016/j.jbusres.2024.114647

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