[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-606479-105":59,"doc-detail-606479-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","the-role-of-personalization-in-serviceencounters","The Role of Personalization in ServiceEncounters","","The research examines how personalization, defined as the social content of interaction between service employees and customers, mediates customer satisfaction and patronage behavior. Using survey data from 233 adult consumers, it tests personalization’s influence within the SERVQUAL framework and distinguishes effects for services performed on physical possessions versus interactive customer encounters. Results indicate that personalization operates differently across these contexts.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-role-of-personalization-in-serviceencounters/606479/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/the-role-of-personalization-in-serviceencounters/606479.png","ImageObject",300,407,{"name":92,"@type":93},"Aria","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-29","2026-10-16",true,{"@type":102,"interactionType":103,"userInteractionCount":24},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"How is personalization defined in the service encounter?","Question",{"text":112,"@type":113},"Personalization is defined as the social content of interaction between service employees and their customers, reflecting how employees relate to customers as people rather than as anonymous recipients.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"What is SERVQUAL used for in this research?",{"text":117,"@type":113},"SERVQUAL is used as a comprehensive measure of service quality to investigate how personalization influences customer experience and evaluation within the service-quality dimensions.",{"name":119,"@type":110,"acceptedAnswer":120},"Does personalization affect satisfaction differently for possession versus person services?",{"text":121,"@type":113},"Yes. For business services performed on physical possessions, personalization’s influence is subsumed in other SERVQUAL components, while for interactive encounters with customers, personalization emerges as the most important determinant of perceived service quality and satisfaction indicators.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},606479,1792428772,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":24,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},2336464648322,"https://ap-avatar.wpscdn.com/avatar/2200025388227c56fec?_k=1778556882303663488","# The Role of Personalization in ServiceEncounters\n\nBANWARI MITTALNorthern Kentucky University  \nWALFRIED M.LASSARUniversity of New Hampshire  \nPersonalization—the social content of interaction between service or retail employees andtheir customers—is advanced as an important mediator of customer satisfaction andpatronage behavior.The influence of this service-enhancingfactor is investigated withinthe nexus of SERVQUAL,a comprehensive measure of service quality.Survey data from233 adult consumers show that \"personalization\"significantly influences customer experi-ence and evaluation of service.As hypothesized,for a business that performs service on aphysical possession,this influence is subsumed in other components of SERVQUAL.Incontrast,for a business delivering service in interactive encounters with customers,\"per-sonalization\"emerges as the most important determinant ofperceived service quality,andof customer satisfaction and other patronage indicators.  \n## I.INTRODUCTION\n\nAll retailing entails a service component—the manner in which the exchange between thebuyer and the retailer is executed.And allservice businesses(i.e.,firms that sell intangibles)are engaged in retailing—the transfer of the \"service product\"to the service recipient.Thequality of this “service encounter”has been recognized as a key strategic competitiveweapon,in retail and service firms alike(Berry,1994;Kelley,1992,1993).Because serviceexchange often entails face-to-face interaction between service providers and the customer,the nature of this interpersonal interaction,termed here,'personalization’,could intimatelyinfluence customer perceptions of service quality.Current measures of service quality maynot adequately capture this component.The purposes of this research are to:(1)measure thispersonalization component;(2)investigate whether its influence differs for possession vs.  \nBanwari Mittal,Northern Kentucky University,College of Business,Department of Marketing,Highland Heights,KY 41099.Walfried M.Lassar,University of New Hampshire,Whitemore School of Business &EconomicsMarketing Department,McConnell Hall,15 College Road,Durham,New Hampshire03824.  \npeople processing services;and(3)assimilate this component into SERVQUAL,the leadingcurrent measure of service quality.  \nThe Concept of Personalization  \nWe define personalization as the social content of interaction between service employeesand their customers.Thus,\"personalization\"concerns the manner in which service employ-ees relate to customers as people—cold and impersonal at the one end to warm and personalat the other.Personalization is distinct from customization and responsiveness both of whichcan be offered with total lack of personalization.First,both can be offered by a servicedelivery system that need not entail any interpersonal contact;second,an interpersonalcontact employee could be quite responsive,attending to customer needs promptly anddutifully but in a mechanical fashion;and third,a service employee could be warm andfriendly yet ignore task imperatives of being responsive.Thus,task,i.e.,nonsocial,compo-nent of interpersonal interaction (i.e.,responsiveness)may or may not accompany anydisplay of social dialogue.The concept of‘personalization'is purported to capture this socialcomponent of interpersonal interaction.  \nThe role of interpersonal interaction in influencing customer satisfaction has been recog-nized in prior literature on services marketing(Crosby,Evans and Cowles,1990;Solomon,Surprenant,Czepiel and Gutman,1985).Describing the concept of“personalization”in theservice encounter,Suprenant and Solomon(1987,p.87)state:“Good service”often istranslated as morc personalized servicc,leading to a contest to determine which service outletcan be the friendliest to the customer...(emphasis added)...And furthermore,“...[Inthe personalized service]the'customer'role is embellished in the encounter through specificrecognition of the customer's uniqueness as an individual over and above ","cbCaig1Dzi7ljODI","https://ap.wps.com/l/cbCaig1Dzi7ljODI","pdf",1130898,15,"English","# I. INTRODUCTION\n## The Concept of Personalization\n## Possession Vs.Person Servicing","[{\"question\":\"How is personalization defined in the service encounter?\",\"answer\":\"Personalization is defined as the social content of interaction between service employees and their customers, reflecting how employees relate to customers as people rather than as anonymous recipients.\"},{\"question\":\"What is SERVQUAL used for in this research?\",\"answer\":\"SERVQUAL is used as a comprehensive measure of service quality to investigate how personalization influences customer experience and evaluation within the service-quality dimensions.\"},{\"question\":\"Does personalization affect satisfaction differently for possession versus person services?\",\"answer\":\"Yes. For business services performed on physical possessions, personalization’s influence is subsumed in other SERVQUAL components, while for interactive encounters with customers, personalization emerges as the most important determinant of perceived service quality and satisfaction indicators.\"}]","The Role of Personalization in ServiceEncounters | PDF",1792184500,38]