Although customer satisfaction with service encounters have been studied with increasing frequency in service literature, issues concerning the comprehensive and appropriate way to investigate customer satisfaction during service encounters remain unsolved. This research emphasizes the importance of service delivery process to customer satisfaction; service delivery process includes personal and environmental forces. Prior research has focused on personal force (i.e. motivation and ability), and none of studies take environmental force (e.g. opportunity) into consideration. This research integrates personal and environmental forces with the service result to develop the complete framework (MAOR). The results indicate that perceived motivation, ability, opportunity, and service result are positively related to customer satisfaction, and further, perceived motivation is the most dominant factor in MAOR framework. Additionally, this research examines the interactions within MAOR framework. The findings offer significant contributions as well as interesting and potential insights into interpersonal interaction.
Although customer satisfaction with service encounters have been studied with increasing frequency in service literature, issues concerning the comprehensive and appropriate way to investigate customer satisfaction during service encounters remain unsolved. This research emphasizes the importance of service delivery process to customer satisfaction; service delivery process includes personal and environmental forces. Prior research has focused on personal force (i.e. motivation and ability), and none of studies take environmental force (e.g. opportunity) into consideration. This research integrates personal and environmental forces with the service result to develop the complete framework (MAOR). The results indicate that perceived motivation, ability, opportunity, and service result are positively related to customer satisfaction, and further, perceived motivation is the most dominant factor in MAOR framework. Additionally, this research examines the interactions within MAOR framework. The findings offer significant contributions as well as interesting and potential insights into interpersonal interaction.
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