Abstract
The service encounter in the cable television industry is examined as a contributor to consumer satisfaction. Cable television is a low‐involvement, low‐contact, continuously‐ produced service that requires few encounters with customers. When a service encounter does occur, it is likely to take place by telephone. A mail survey of cable subscribers indicates that satisfaction with phone contact as well as recency and frequency of contact are related to consumer satisfaction with the company’s service offering. Encounters are also directly related to perception of cable programming. Results suggest that even for impersonal services such as cable television, some regular personal contact with customers may be necessary for maintenance of a high level of customer satisfaction.
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Sackmary, B. (2015). The Service Encounter and Customer Satisfaction. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_93
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DOI: https://doi.org/10.1007/978-3-319-17052-7_93
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