“Touching” services: tangible objects create an emotional connection to services even before their first use

BuR - Business Research, vol. 13, pp. 741–766

Abstract

Abstract Although research suggests that physical elements of the servicescape play an important role in the service process, there is little research on the impact of tangible objects that companies give to consumers such as membership cards, pens, mugs, or fashion articles. Drawing on research about embodied cognition, this paper investigates how and under which conditions the provision of tangible service objects affects consumers. Three experimental studies were conducted, in which participants received different objects they could either touch or just see. These studies indicate that touching a service object metaphorically translates into a perceived mental connection towards the service. More specifically, physically connecting to a service object leads to a stronger psychological connection to the corresponding service, which, in turn, increases behavioral intentions. The results also demonstrate that providing a tangible object only has an impact when the object is of high aesthetic appeal. These findings suggest that providing tangible service objects is an effective way for service providers to build an emotional connection with potential customers and to strengthen the emotional connections of existing customers.

Authors 4

1. Nora Nägele
   Affiliation as printed

   Hydac Fluidtechnik GmbH, Industriegebiet, 66280, Sulzbach, Germany

2. Benjamin von Walter

   University of Applied Sciences St. Gallen

   Affiliation as printed

   Institute of Business Management, FHS St.Gallen University of Applied Sciences, Rosenbergstrasse 59, 9001, St. Gallen, Switzerland

3. Philipp Scharfenberger

   University of St.Gallen

   Affiliation as printed

   Institute for Customer Insight, University of St. Gallen, Bahnhofstrasse 8, 9000, St. Gallen, Switzerland

4. Daniel Wentzel corresponding Aachen Chair of Marketing

   RWTH Aachen University

   Affiliation as printed

   Chair of Marketing, RWTH Aachen University, Kackertstraße 7, 52072, Aachen, Germany