How to reduce the negative impact of customer non-compliance : an empirical study

Kostopoulos, Giannis and Gounaris, Spiros and Rizomyliotis, Ioannis (2014) How to reduce the negative impact of customer non-compliance : an empirical study. Journal of Strategic Marketing, 22 (6). pp. 513-529. ISSN 0965-254X (https://doi.org/10.1080/0965254X.2014.914056)

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Abstract

This article focuses on the notion of customer non-compliance with front-line employees' instructions and company's policies during the service encounter. The aim of the study is to offer an alternative solution to the issue of customer non-compliance, exploring the factors that reduce its negative impact on service quality. For that reason, we developed a conceptual framework integrating the negative influence of customer non-compliance on perceived service quality with three moderating effects. To test the validity of the framework, a hierarchical approach was followed and data were collected from 120 managers and 585 customers of 120 hotels. The results confirm the negative influence of customer non-compliance on perceived service quality and indicate three organizational factors as reducing moderators of this influence: customer orientation, service blueprinting effectiveness and employee empowerment. Based on these conclusions, important implications for academics and practitioners are drawn.

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