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| Utilizing Organizational Behavior Management and Industrial and Organizational Psychology Measurement Methodologies to Improve Customer Service |
| Monday, May 26, 2008 |
| 9:00 AM–10:20 AM |
| Joliet |
| Area: OBM; Domain: Applied Research |
| Chair: Amanda R. Rivard (Central Michigan University) |
| Discussant: Carl Merle Johnson (Central Michigan University) |
| Abstract: Three field studies were conducted to measure and improve customer-service behaviors using a combination of industrial and organizational (I/O) psychology and organizational behavior management (OBM) techniques. Service behaviors were measured via survey data collected from customers and unobtrusively from observation data collected by trained observers/raters. An intervention was implemented in each study to test the efficacy of a service-behavior improvement package. Three different settings were utilized in these studies which included: coffee shops, submarine sandwich shops, and convenience stores. The survey data and observational data were collected during baseline and after the implementation of the intervention. The hypothesis that both methodologies could easily be completed simultaneously was supported. The hypothesis that important information is obtained using both methods was supported. Although both techniques provide some overlapping information, data resulting from each method uniquely contributes to the assessment. Using only one technique can result in the researcher/practitioner having an incomplete evaluation. |
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| Improving Customer-Service Using Industrial and Organizational Psychology and Organizational Behavior Management in Submarine Sandwich Shops. |
| MICHAEL N. KEPHART (Central Michigan University), Drew Sands (Central Michigan University), Justin Gonzalez (Central Michigan University) |
| Abstract: A field study was conducted in submarine sandwich shops to evaluate the feasibility of simultaneously using organizational behavior management (OBM) and industrial and organizational psychology methodologies. Customer service behaviors were measured via survey data collected from customers and unobtrusively from observation data collected by trained observers/raters. The survey data and observational data were collected during a baseline phase and during and after an implementation of an intervention developed to improve customer service behaviors. The correlations between the two different measures ranged from small to moderate for the different categories of customer service behaviors. The fact that the data derived from the two methods are interrelated supports the validity of each measure. However, the divergence between the two data sets suggests that each methodology provides unique insight into the relationship between customer service behaviors and customer satisfaction. Using a combination of both methods allows for a more comprehensive understanding of customer service in a given setting. |
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| Evaluating the Customer Service and Satisfaction Relationship in Coffee Shops using Survey and Observational Methods. |
| AMANDA R. RIVARD (Central Michigan University) |
| Abstract: A field study was conducted in various coffee shops using a multiple baseline design. Specific customer opinion information was obtained using a satisfaction survey. In addition, observations were made of related employee customer service behaviors. The information derived from these two sources was compared in order to determine the relationship between these measures. The survey helped to pinpoint which aspects of customer service are more important to customers by assessing satisfaction with store cleanliness, employee friendliness, and latency. These environmental and behavioral components were simultaneously observed using trained observers. An intervention package was implemented to increase employee customer service-related behaviors. Survey information was then collected to determine if customer satisfaction increased as a result of improved customer service. Results indicate that customer satisfaction ratings may be somewhat independent of commonly evaluated employee customer service-related behaviors. |
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| The Effects of a Performance Management System Involving Feedback and Intervention on College Student-Staffed Convenience Stores. |
| ERIC MICHAEL O'ROURKE (Central Michigan University) |
| Abstract: In order to improve customer-service behaviors in college student-staffed convenience stores, a field study was carried out using both industrial and organizational (I/O) psychology and organizational behavior management (OBM) practices. Measurements were recorded through inconspicuous observations of service behaviors and interactions between customers and employees in convenience of similar age. Feedback, including verbal positive reinforcement from managers and tangible positive reinforcement from the experimenter, was used as an intervention and was given to employees based on subjective performance data gathered from managers and objective performance data gathered from observers. Survey data was collected from customers concerning service behaviors during the intervention phase. Results from data collection and surveys show improvement amongst the employees as a result of the intervention in performance of service behaviors. A trend was present in the results indicating a positive correlation between performance of service behaviors and observation of age similarity between customers and employees. |
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