Customer responses to service providers' touch: A meta-analysis

被引：5

作者：

Saleh, Amin ^{[1
]}

Zmich, Louis J. ^{[2
]}

Babin, Barry J. ^{[3
]}

Darrat, Aadel A. ^{[1
]}

机构：

[1] Louisiana State Univ Shreveport, Dept Management & Mkt, One Univ Pl, Shreveport, LA 71115 USA

[2] Univ Tampa, Dept Mkt, Tampa, FL 33606 USA

[3] Univ Mississippi, Phil B Hardin Chair Mkt, Dept Mkt, University, MS 38677 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2023年 / 166卷

关键词：

Interpersonal Touch; Sales; Service Provider; Service Interaction; Meta; -Analysis; ACCIDENTAL INTERPERSONAL TOUCH; INDIVIDUAL-DIFFERENCES; CONSUMER EVALUATIONS; THERAPEUTIC TOUCH; PHYSICAL CONTACT; COUNSELOR TOUCH; MIDAS TOUCH; PERCEPTIONS; BEHAVIOR; SEX;

D O I：

10.1016/j.jbusres.2023.114113

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Touch is a critical part of many consumer experiences (e.g., shaking hands with a salesperson or a calming touch from a healthcare provider). In this paper, we synthesize the existing research on service providers' initiated touch during their interactions with customers. We use meta-analysis to estimate the effect of touch across eight outcome categories relating to customer behavior and evaluations. Our analysis includes 55 effects extracted from 37 studies published from 1979 to 2019 with a total of 6,323 subjects. We use between-study characteristics to explore potential moderators of the touch effect. Overall, we find service providers' touch to have a moderately strong and positive effect on customers. The touch effect appears to be significantly stronger in service settings than retail settings and is robust across a variety of between-study factors.

引用

页数：12

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