Re-examining encounter intensity's conceptualisation, measurement and role

Author: Ghantous Nabil  

Publisher: Routledge Ltd

E-ISSN: 1743-9507|35|5|237-254

ISSN: 0264-2069

Source: The Service Industries Journal, Vol.35, Iss.5, 2015-04, pp. : 237-254

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Abstract

This paper contributes to previous research on encounter intensity in services in two ways. First, it offers a precise conceptualisation and measure of the construct while at the same time reflecting its complexity and multifaceted nature. Second, it sheds a new light on encounter intensity's role as an antecedent to customer satisfaction by introducing the mediation of the services brand in this relationship. The paper builds on a qualitative study, using customers’ introspections, and survey data from retailing customers (N = 1188) analysed with structural equation modelling. These studies lead to a definition as well as a parsimonious and reliable measure of interaction intensity in terms of the frequency of customer–employees exchanges, their diversity, their importance for the customer and his or her interest in the interaction. The data also support that encounter intensity exerts a strong influence on cumulative satisfaction through the mediation of services brand credibility.