Prize Isabella Maggioni wins best paper award at ANZMAC 2022
The Turin campus faculty member and her co-authors were rewarded for a paper about optimising personalisation experiences through self-customisation and frontline customisation.
Isabella Maggioni, Daniela Corsaro, Alessandro Inversini and Manuela De Carlo received the best paper award in the Marketing Strategy, Branding and Brand Management track of the ANZMAC (The Australian and New Zealand Marketing Academy’s annual conference) for their study of the roles of self-customisation and frontline customisation in driving customer spending and loyalty.
A way to empower customers and to deliver additional value
“Companies are increasingly introducing technological solutions to enable consumers to customise their service experience,” write the authors. “Although self-customisation has been proven to empower customers and to deliver additional value, the practice of combining it with frontline customisation requires further investigation.”
This is why they assessed the mediating role of frontline customisation in the relationship between self-customisation, guest spending and guest loyalty by drawing on a sample of 12,469 bookings and customisation data related to 8,752 hotel guests over a period of nine years.
“We show how exclusive reliance on self-customisation tools could backfire and reduce guest spending and loyalty. However, the negative effect of self-customisation on behavioural outcomes is mitigated by the customisation of services by frontline employees,” they add. “Our work provides guidance for managers who wish to implement customisation tools and policies in the service sector and offers insights on the joint role of self-customisation and frontline customisation, highlighting how a combination of the two yields optimal outcomes from the perspectives of both consumers and companies.”