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The road to customer loyalty paved with service customization

机译：服务定制为客户忠诚度铺平了道路

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Previous research reveals that frontline employees can engage in two types of service customization, one that includes customizing offerings, referred to as "service offering adaptation," and another that includes customizing interpersonal behavior, referred to as "interpersonal adaptive behavior." While research indicates that both types of service customization are important to building customer relationships, limited research has simultaneously examined both aspects and the mechanisms accounting for their effects. Drawing from cognitive appraisal, emotion, and relationship marketing theory, this research offers a conceptual model that delineates emotions as explanatory mechanisms of service customization. The results indicate that emotions, particularly gratitude, can account for customization's positive effect on trust and subsequently loyalty. These findings offer implications for theory and marketing managers, as well as reveal fruitful avenues for future research. (C) 2016 Elsevier Inc. All rights reserved.
机译：先前的研究表明，一线员工可以从事两种类型的服务定制，一种包括定制产品（称为“服务产品调整”），另一种包括定制人际行为（称为“人际适应行为”）。尽管研究表明两种类型的服务定制对于建立客户关系都很重要，但有限的研究却同时考察了这两个方面以及影响其影响的机制。这项研究从认知评估，情感和关系营销理论的角度出发，提供了一个概念模型，将情感描述为服务定制的解释机制。结果表明，情绪，尤其是感恩，可以说明定制对信任和随后的忠诚的积极影响。这些发现为理论和市场经理提供了启示，并为将来的研究提供了富有成效的途径。 （C）2016 Elsevier Inc.保留所有权利。

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