CUSTOMER SERVICE FLEXIBILITY STRATEGY AND SERVICE PERFORMANCE: EVIDENCE FROM COSMETIC PLASTIC SURGERY BUSINESSES IN THAILAND

Rujira Luangsakdapich, Prathanporn Jhundra-indra, Kesinee Muenthaisong

Abstract


The aim of this paper is to examine the effects of customer service flexibility strategy which has five dimensions consisting of customer adaptation focus, customer response awareness, individual demands concerns, participation-based service orientation, and service choices emphasis on service outcomes and service performance of cosmetic plastic surgery businesses in Thailand. The model is empirically tested by using data collected from a mail survey of 162 cosmetic plastic surgery businesses located throughout Thailand, and using a questionnaire as the instrument. The statistics used for analyzing data was correlation analysis and the Ordinary Least Squares (OLS) regression analysis. The results indicate that only one dimension of customer service flexibility strategy, namely, individual demands concerns, has fully a significant positive influence on service innovation, service excellence, and service value. Service innovation, service excellence, service value, and service satisfaction are supported as the mediators of customer service flexibility strategy and service performance relationships. Eventually, this paper suggestions for theoretical and managerial contributions, and guides the future research.

Keywords


Customer Service Flexibility Strategy; Customer Adaptation Focus; Customer Response Awareness; Individual Demands Concerns; Participation-Based Service Orientation; Service Choices Emphasis; Service Innovation; Service Excellence; Service Value

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