Purpose-The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types. Design/methodology/approach-Based on Bowen's service typology, responses from patrons of fast-food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors. Findings-Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast-food restaurant). Research limitations/implications-Care should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non-personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected. Practical implications-The results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits. Originality/value-This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.

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Exploring the simultaneous effects of key variables on the unhealthy consumption behavior of adolescents, two studies focused on the relative effects of advertising, parental and peer influence, and selfefficacy on adolescent tobacco use and alcohol consumption. The results suggest that (1) advertising effects are largely neutralized by parental and peer influence; (2) peer and parental influence strongly predict adolescent tobacco use and alcohol consumption; and (3) selfefficacy is a weak predictor of both adolescent risk behaviors.

Identifying specific initiatives that can be undertaken by frontline employees to enhance customer delight is of great interest to service firms. In the hopes of contributing to this objective, the current research evaluates the impact of server recommendations on customer delight. Findings indicate that unsolicited server recommendations have a significant positive impact on customer delight. Moreover, the research provides no evidence to suggest that repercussions will result for the service provider even if the provision of an unsolicited recommendation leads to a negative outcome. The mediating role of expectations is examined to gain a better understanding of these recommendation effects. Consistent with self-fulfilling prophecy, the results reveal that customers are capable of experiencing delight even in heightened pre-experience expectation situations. These results provide evidence that the pursuance of customer delight as a strategic objective may warrant additional consideration.

PurposeWith increasing competition in the marketplace, there is a greater push for exceeding customer expectations and delivering customer delight to ensure firm’s success. The main reason for this push is the beneficial outcomes for the firm. More recently, hidden benefits have been identified (i.e. elevated customer emotions can positively impact other customers and employees in the service environment). Adding to this developing literature, the current research develops a model that links antecedents and outcomes to employee perceptions of customer delight.Design/methodology/approachBoth field and panel data, as well as multiple statistical methods, were utilized to test the hypothesized relationships. The field data were collected from employees of a national specialty retailer.FindingsService climate and interpersonal influence have a positive impact on customer delight and employee perceptions of customer delight. In turn, employee perceptions of customer delight positively impact harmonious passion and job dedication. In addition, accountability for pleasing customers is a significant moderator of the relationship between employee perceptions of customer delight and harmonious passion, but not between employee perceptions of customer delight and job dedication.Research limitations/implicationsThis research contributes to the ongoing debate on the viability of customer delight as a service standard by investigating the under-studied perspective of the frontline employee.Practical implicationsThis research contributes to the debate on the value of customer delight as a service standard by investigating the under-studied perspective of the frontline employee. A key takeaway for practitioners is how to create and manage the delight spirals that can occur when customers are delighted.Originality/valueThis is the first study that evaluates antecedents and outcomes of employee-perceived customer delight in a single model. This is also the first study to measure the impact of employee perceptions of customer delight with field data.