Is More Always Better? Examining the Effects of Highly Attentive Service

Maggie Wenjing Liu, Tsinghua University, China
Hean Tat Keh, Queensland University,Australia
Zhijun Zhang, Beijing University, China
This paper investigates the highly attentive service paradox using affect-based satisfaction model. Based on three studies, we find that three affective factors—warmth, pressure and sadness/anger—mediate the relationship between service attentiveness and customer satisfaction. We also find that affect and disconfirmation play different roles in terms of initial expectations.
[ to cite ]:
Maggie Wenjing Liu, Hean Tat Keh, and Zhijun Zhang (2012) ,"Is More Always Better? Examining the Effects of Highly Attentive Service ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 595-597.