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- Title
LEVERAGING THE EFFECTIVENESS OF KNOWLEDGE-INTENSIVE SERVICES: THE ROLES OF CUSTOMERS AND SERVICE PROVIDERS.
- Authors
SANTOS DA SILVA, SIMONE; BONOMI SANTOS, JULIANA
- Abstract
This study develops a theoretical model that relates customer participation in knowledge-intensive services (KIS), the actions of service providers to encourage customer engagement and the effectiveness of services. Five hypotheses were tested using structural equations, and data were collected by surveying a sample of 106 users of physical therapy, personal training, Pilates and global postural reeducation services. The results show that educating customers is not enough; service providers need to empathize and create an emotional bond with them. Additionally, customer education and emotional empathy have different effects on customer feedback and the extent to which customers follow instructions. This study contributes to the literature by promoting a holistic view of the factors that influence customer participation and its effectiveness in KIS.
- Subjects
CUSTOMER services; CUSTOMER feedback; PERSONAL training; CUSTOMER relations; PHYSICAL therapy; EMPATHY
- Publication
RAE: Revista de Administração de Empresas, 2021, Vol 61, Issue 2, p1
- ISSN
0034-7590
- Publication type
Article
- DOI
10.1590/S0034-759020210203