 The consumer experience: The impact of supplier effort and consumer effort on customer satisfactionSöderlund, Magnus and Sofie Sagfossen Journal of Retailing and Consumer Services, 2017, vol. 39, issue C, 219-229 Abstract: Existing research on experiential offers often examines the impact of such offers on consumers’ evaluations (e.g., customer satisfaction). Yet existing research has neglected that experiential offers typically involve effort from both the supplier and the consumer – and neglected that effort can influence evaluations. To address this gap, the present study examines the impact of supplier effort and the consumer's own effort on the consumer's evaluation of experiential offers in terms of customer satisfaction. Two experiments, comprising two different experiential offers, were carried out. In both experiments, supplier effort (low vs. high) and consumer effort (low vs. high) were manipulated. Customer satisfaction was the dependent variable. The results show that high supplier effort boosts customer satisfaction, and that the effects of consumer effort are either absent or indirect with a negative impact. Moreover, the results indicate that a supplier effort-consumer effort gap (i.e., the consumer perceives that the supplier has expended more effort than the consumer) contributes positively to customer satisfaction. Date: 2017 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:39:y:2017:i:c:p:219-229 DOI: 10.1016/j.jretconser.2017.08.019 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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