The effect of customer service on retailers' shareholder wealth: The role of availability and reputation cues

Research output: Contribution to journalArticle

33 Scopus citations

Abstract

Retailer customer service has been shown to lead to increases in consumer attraction and retention, but what is less apparent is whether shareholders are fully rewarded for retailers' customer service efforts. Results from an event study on 48 retailer announcements of customer service strategies indicate that customer service increases retailer market values by 1.09 percent on average. The magnitude of this abnormal return suggests that customer service is one of the more effective ways for firms to create shareholder wealth. Further, analysis of the abnormal returns suggests that the shareholder value created by the retailer's customer service is affected by the heuristics and cues used to judge the likelihood of service delivery. Consistent with the availability heuristic, we find that services that are difficult to bring to mind and non-vivid services create significantly less shareholder value. Results further show that the retailer's reputation can also significantly inhibit the customer service's shareholder wealth creation.

Original languageEnglish (US)
Pages (from-to)19-31
Number of pages13
JournalJournal of Retailing
Volume83
Issue number1
DOIs
StatePublished - Jan 24 2007
Externally publishedYes

Keywords

  • Abnormal returns
  • Availability heuristic
  • Consumer
  • Customer service
  • Event study
  • Firm reputation
  • Retailer

ASJC Scopus subject areas

  • Marketing

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