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{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 0}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}{\shp{\*\shpinst\shpleft1800\shptop7266\shpright10440\shpbottom7266\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid2031\shpz3\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 8640}}{\sp{\sn geoBottom}{\sv 0}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;6;(0,0);(8640,0);(8640,13);(0,13);(0,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;14;16384;45824;1;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 0}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\paperw12240\paperh15840\margl666\margr133\margt666\margb173\cols2\colno1\colw7160\colsr-0\colno2\colw4280\pard\li773\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100 {Current Resear}\fs18\cf0\f0\charscalex100 {ch Journal of Social Sciences 1(2): 16-22, 2009}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {ISSN: 2041-3246}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 { M }\fs18\cf0\f0\charscalex100 {axwell Scientific Organization, 2009}\par\pard\li773\ri0\sl-240\slmult0 \*\tx3920\fs18\cf0\f0\charscalex100 {Submitte}\fs18\cf0\f0\charscalex100 {d Date: June 28, 2009}\tab \fs18\cf0\f0\charscalex100 {Accepted Date: J}\fs18\cf0\f0\charscalex100 {uly 27, 2009}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {Publishe}\fs18\cf0\f0\charscalex100 {d Date: September 07, 2009}\par\pard\sect\sectd\sbknone\pard\li2240\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2240\ri0\sl-306\slmult0 \fs24\cf0\f0\charscalex100\b {Critical Service Encounters: Employee\uc1\u8217Xs Viewpoint a Study on}\b0 \par\pard\li3720\ri0\sl-280\slmult0 \fs24\cf0\f0\charscalex100\b {Transport}\b0 \fs24\cf0\f0\charscalex100\b { Services in Dhaka City}\b0 \par\pard\li2853\ri0\sl-386\slmult0 \fs12\cf0\f0\charscalex100 {1}\fs20\cf0\f0\charscalex100 {Afs}\fs20\cf0\f0\charscalex100 {ana Ak htar,}{\super \fs12\up3\cf0\f0\charscalex100 {2}}\fs20\cf0\f0\charscalex100 {S.S.M. Sadr}\fs20\cf0\f0\charscalex100 {ul Huda and}{\super \fs12\up3\cf0\f0\charscalex100 {3}}\fs20\cf0\f0\charscalex100 {Segufta Dilshad}\par\pard\li3733\ri0\sl-253\slmult0 \fs12\cf0\f0\charscalex100 {1}\fs20\cf0\f0\charscalex100 {Sch }\fs20\cf0\f0\charscalex100 {ool o f Bu siness, BR AC Un iversity}\par\pard\li1826\ri0\sl-253\slmult0 \fs12\cf0\f0\charscalex100 {2}\fs20\cf0\f0\charscalex100 {Bu }\fs20\cf0\f0\charscalex100 {siness Ad min istration , East W est U nive rsity, 43 M oha kha li C/A , Dh aka 121 2,}\par\pard\li3080\ri0\sl-253\slmult0 \fs12\cf0\f0\charscalex100 {3}\fs20\cf0\f0\charscalex100 {Ce}\fs20\cf0\f0\charscalex100 {nter fo r Policy R esearch an d So cial Respo nsibility}\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {Abs }\b0 \fs18\cf0\f0\charscalex100\b {tract:}\b0 \fs18\cf0\f0\charscalex100 { The}\fs18\cf0\f0\charscalex100 { purpose of}\fs18\cf0\f0\charscalex100 { the st}\fs18\cf0\f0\charscalex100 {udy is to evaluate critical service encounter or the critical moment of truth and}\par\pard\li1133\ri0\sl-226\slmult0 \f

s16\cf0\f0\charscalex100 {the}\fs16\cf0\f0\charscalex100 { custo }\fs16\cf0\f0\charscalex100 {mer b ehav ior in the case of bus service s in}\fs16\cf0\f0\charscalex100 { Dhaka City,}\fs16\cf0\f0\charscalex100 { Bangladesh. }\fs16\cf0\f0\charscalex100 {The scope of the study is the}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {front}\fs16\cf0\f0\charscalex100 {line}\fs16\cf0\f0\charscalex100 { employees of different t}\fs16\cf0\f0\charscalex100 {ransport (bus)}\fs16\cf0\f0\charscalex100 { servic}\fs16\cf0\f0\charscalex100 {e industries}\fs16\cf0\f0\charscalex100 { of Dhaka City.}\fs16\cf0\f0\charscalex100 { Data were collected using the}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {crit}\fs16\cf0\f0\charscalex100 {ical}\fs16\cf0\f0\charscalex100 { inci}\fs16\cf0\f0\charscalex100 {dent technique}\fs16\cf0\f0\charscalex100 { (CIT),}\fs16\cf0\f0\charscalex100 { through}\fs16\cf0\f0\charscalex100 { str}\fs16\cf0\f0\charscalex100 {uctured, open-ended questionnaires. The results were then content}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0\charscalex100 {nalyzed}\fs18\cf0\f0\charscalex100 { to examine }\fs18\cf0\f0\charscalex100 {employee\uc1\u8217Xs perspective of critical service encounters of bus service. The r}\fs18\cf0\f0\charscalex100 {es}\fs18\cf0\f0\charscalex100 {earch wa}\fs18\cf0\f0\charscalex100 {s}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {conducted}\fs16\cf0\f0\charscalex100 { over 50}\fs16\cf0\f0\charscalex100 { sample uni}\fs16\cf0\f0\charscalex100 {ts (employees of different}\fs16\cf0\f0\charscalex100 { bus servi}\fs16\cf0\f0\charscalex100 {ce provider) using the convenience sampling}\par\pard\li1133\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {techn}\fs18\cf0\f0\charscalex100 {ique.}\fs18\cf0\f0\charscalex100 { Finall}\fs18\cf0\f0\charscalex100 {y, the qualitative data was put into quantitative analyses. The most notable finding o}\fs18\cf0\f0\charscalex100 {f thi}\fs18\cf0\f0\charscalex100 {s}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {resear}\fs18\cf0\f0\charscalex100 {ch}\fs18\cf0\f0\charscalex100 { is that pro }\fs18\cf0\f0\charscalex100 {blem atic}\fs18\cf0\f0\charscalex100 { custo }\fs18\cf0\f0\charscalex100 {mers are the root ca use fo r mas s dissa tisfaction . The n em ploye e resp onse to}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {service delivery }\fs16\cf0\f0\charscalex100 { system failures,}\fs16\cf0\f0\charscalex100 { employee res}\fs16\cf0\f0\charscalex100 {ponse to customer needs and requests and finally, unprompted}\par\pard\li1133\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {and}\fs16\cf0\f0\charscalex100 { unso}\fs16\cf0\f0\charscalex100 {lici}\fs16\cf0\f0\charscalex100 {ted em}\fs16\cf0\f0\charscalex100 {ployee act}\fs16\cf0\f0\charscalex100 {ions are respectively the critical factor for the dissatisfaction for the user of the}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {bus}\fs18\cf0\f0\charscalex100 { service }\fs18\cf0\f0\charscalex100 { in Ba nglad esh. In conc lusion , it can be conc lu}\fs18\cf0\f0\charscalex100 {ded }\fs18\cf0\f0\charscalex100 {that bo }\fs18\cf0\f0\charscalex100 {th the b ehav ior of the problema tic}\par\pard\li1133\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {custom }\fs16\cf0\f0\charscalex100 {ers}\fs16\cf0\f0\charscalex100 { as well a}\fs16\cf0\f0\charscalex100 {s employee response to customer needs and requests are the pr}\fs16\cf0\f0\charscalex100 {imary }\fs16\cf0\f0\charscalex100 { chall}\fs16\cf0\f0\charscalex100 {enges for}\fs16\cf0\f0\charscalex100 { the}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {transp }\fs18\cf0\f0\charscalex100 {ort (bus ) indus try and these is sues need to be addressed carefu lly.}\par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {Keyw }\b0 \fs18\cf0\f0\charscalex100\b {ords:}\b0 \fs18\cf0\f0\charscalex100 { Criti}\fs18\cf0\f0\charscalex100 {cal service encounter, customer behavior, bus service}\par\pard\sect\sectd\sbknone\cols2\colno1\colw5640\colsr-0\colno2\colw5800\pard\li2226\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2226\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100\b {INT}\b0 \fs18\cf0\f0\charscalex100\b {RODUCTION}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {Qu }\fs18\cf0\f0\charscalex100 {ality}\fs18\cf0\f0\charscalex100 { mov}\fs18\cf0\f0\charscalex100 {ement has swe}\fs18\cf0\f0\charscalex100 {p}\fs18\cf0\f0\charscalex100 {t the}\fs18\cf0\f0\charscalex100 { manufacturing}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {sector}\fs16\cf0\f0\charscalex100 { over the}\fs16\cf0\f0\charscalex100 {

last decade }\fs16\cf0\f0\charscalex100 {is }\fs16\cf0\f0\charscalex100 {beg}\fs16\cf0\f0\charscalex100 {inning to take shap e in}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {the}\fs16\cf0\f0\charscalex100 { service sector worldwide (Business W }\fs16\cf0\f0\charscalex100 {eek}\fs16\cf0\f0\charscalex100 { 1991;}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {Crosby}\fs16\cf0\f0\charscalex100 { 1991, Bit}\fs16\cf0\f0\charscalex100 {ner et.al, 1994). According to some, the}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {shift}\fs16\cf0\f0\charscalex100 { to a qu }\fs16\cf0\f0\charscalex100 {ali}\fs16\cf0\f0\charscalex100 {ty }\fs16\cf0\f0\charscalex100 {focus i}\fs16\cf0\f0\charscalex100 {s essential to the competitive}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {surviva}\fs16\cf0\f0\charscalex100 {l}\fs16\cf0\f0\charscalex100 { of}\fs16\cf0\f0\charscalex100 { service business, just as it has become}\par\pard\li773\ri0\sl-226\slmult0 \*\tx1946\*\tx3253\*\tx4093\*\tx4413\*\tx4826\fs18\cf0\f0\charscalex100 {essenti}\fs18\cf0\f0\charscalex100 {al}\fs18\cf0\f0\charscalex100 { in}\tab \fs18\cf0\f0\charscalex100 {manufac}\fs18\cf0\f0\charscalex100 {turi}\fs18\cf0\f0\charscalex100 {ng}\tab \fs18\cf0\f0\charscalex100 {(H }\fs18\cf0\f0\charscalex100 {eske tt}\tab \fs18\cf0\f0\charscalex100\i {et}\i0 \tab \fs18\cf0\f0\charscalex100\i {al}\i0 \fs18\cf0\f0\charscalex100 {.,}\tab \fs18\cf0\f0\charscalex100 {1994;}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Schlesing }\fs18\cf0\f0\charscalex100 {er and H eskett 1991 , Bitner}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 1994 }\fs18\cf0\f0\charscalex100 {).}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Service}\fs18\cf0\f0\charscalex100 { quali}\fs18\cf0\f0\charscalex100 {ty researchers have suggested}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { \uc1\u8220Xthe}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {proof}\fs18\cf0\f0\charscalex100 { of ser}\fs18\cf0\f0\charscalex100 {vice [qua}\fs18\cf0\f0\charscalex100 {lit}\fs18\cf0\f0\charscalex100 {y]}\fs18\cf0\f0\charscalex100 { is i}\fs18\cf0\f0\charscalex100 {n its flawless performance\uc1\u8221X}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Ber}\fs18\cf0\f0\charscalex100 {ry}\fs18\cf0\f0\charscalex100 { and }\fs18\cf0\f0\charscalex100 {Parasura}\fs18\cf0\f0\charscalex100 {man 1991), a concept akin to the}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {notion}\fs18\cf0\f0\charscalex100 { of}\fs18\cf0\f0\charscalex100 { \uc1\u8220Xzero defects\uc1\u8221X in manufacturing. Ot}\fs18\cf0\f0\charscalex100 {hers }\fs18\cf0\f0\charscalex100 {have}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {noted}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { \uc1\u8220Xbreakthrough\uc1\u8221X service managers pursue the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {goal}\fs18\cf0\f0\charscalex100 { of 100% defect-}\fs18\cf0\f0\charscalex100 {free servi}\fs18\cf0\f0\charscalex100 {ce }\fs18\cf0\f0\charscalex100 {(Hesk }\fs18\cf0\f0\charscalex100 {ett and Sasse r,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {1994;}\fs18\cf0\f0\charscalex100 { Bitner 1999). Customers consider that t}\fs18\cf0\f0\charscalex100 {he most}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {imm }\fs18\cf0\f0\charscalex100 {ediate }\fs18\cf0\f0\charscalex100 { evidence of}\fs18\cf0\f0\charscalex100 { service occurs in the service}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {encounter}\fs16\cf0\f0\charscalex100 { or}\fs16\cf0\f0\charscalex100 { the \uc1\u8216Xmo}\fs16\cf0\f0\charscalex100 {men}\fs16\cf0\f0\charscalex100 {t of t}\fs16\cf0\f0\charscalex100 {ruth \uc1\u8217Xwhen the customer}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {interac }\fs18\cf0\f0\charscalex100 {ts}\fs18\cf0\f0\charscalex100 { wit}\fs18\cf0\f0\charscalex100 {h the firm.}\fs18\cf0\f0\charscalex100 { Thu }\fs18\cf0\f0\charscalex100 {s, \uc1\u8216Xzero defec ts\uc1\u8217X in}\fs18\cf0\f0\charscalex100 { the ser}\fs18\cf0\f0\charscalex100 {vice}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { the most }\fs18\cf0\f0\charscalex100 {expected goal to achieve a}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {100% }\fs18\cf0\f0\charscalex100 { flawless}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {perf}\fs18\cf0\f0\charscalex100 {o}\fs18\cf0\f0\charscalex100 {rmance}\fs18\cf0\f0\charscalex100 { in service encounters. }\fs18\cf0\f0\charscalex100 {Here, flawless}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {perfor}\fs

16\cf0\f0\charscalex100 {mance}\fs16\cf0\f0\charscalex100 { is not m }\fs16\cf0\f0\charscalex100 {ean to imply rigid}\fs16\cf0\f0\charscalex100 { stan}\fs16\cf0\f0\charscalex100 {dardiza}\fs16\cf0\f0\charscalex100 {tion,}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {but}\fs16\cf0\f0\charscalex100 { rathe}\fs16\cf0\f0\charscalex100 {r 100}\fs16\cf0\f0\charscalex100 {% }\fs16\cf0\f0\charscalex100 {sati}\fs16\cf0\f0\charscalex100 {sfying performance from the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {customers\uc1\u8217X}\fs18\cf0\f0\charscalex100 { point o }\fs18\cf0\f0\charscalex100 {f view . The cost }\fs18\cf0\f0\charscalex100 {of n}\fs18\cf0\f0\charscalex100 {ot achi}\fs18\cf0\f0\charscalex100 {eving the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {fl}\fs18\cf0\f0\charscalex100 {awl}\fs18\cf0\f0\charscalex100 {ess}\fs18\cf0\f0\charscalex100 { pe}\fs18\cf0\f0\charscalex100 {rfor}\fs18\cf0\f0\charscalex100 {mance is the \uc1\u8216Xcost of quality\uc1\u8217X, which}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {include}\fs16\cf0\f0\charscalex100 {s}\fs16\cf0\f0\charscalex100 { the cost}\fs16\cf0\f0\charscalex100 {s associated with redoing the service, or}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {com}\fs18\cf0\f0\charscalex100 {pensati}\fs18\cf0\f0\charscalex100 {on}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {fo}\fs18\cf0\f0\charscalex100 {r the poor}\fs18\cf0\f0\charscalex100 { service, lost customer, negative}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {word of mouth.}\par\column\pard\li360\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li360\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {In}\fs18\cf0\f0\charscalex100 { Dhaka City,}\fs18\cf0\f0\charscalex100 { Ban }\fs18\cf0\f0\charscalex100 {glade sh the town serv ices as well}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {as}\fs18\cf0\f0\charscalex100 { inter-city bus transport}\fs18\cf0\f0\charscalex100 { signi}\fs18\cf0\f0\charscalex100 {ficantly improved}\fs18\cf0\f0\charscalex100 { through}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {in}\fs18\cf0\f0\charscalex100 {troduc}\fs18\cf0\f0\charscalex100 {tion}\fs18\cf0\f0\charscalex100 { of many lar}\fs18\cf0\f0\charscalex100 {ge bodied modern buses. The}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {roads}\fs18\cf0\f0\charscalex100 { and high }\fs18\cf0\f0\charscalex100 {way s were u pgra}\fs18\cf0\f0\charscalex100 {d}\fs18\cf0\f0\charscalex100 {ed by renovat}\fs18\cf0\f0\charscalex100 {ion and}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {extensi}\fs18\cf0\f0\charscalex100 {on.}\fs18\cf0\f0\charscalex100 { The }\fs18\cf0\f0\charscalex100 { dif}\fs18\cf0\f0\charscalex100 {f}\fs18\cf0\f0\charscalex100 {erent }\fs18\cf0\f0\charscalex100 {types of registered vehicles}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {playing}\fs18\cf0\f0\charscalex100 { in t}\fs18\cf0\f0\charscalex100 {he roads of the}\fs18\cf0\f0\charscalex100 { cou}\fs18\cf0\f0\charscalex100 {ntry i}\fs18\cf0\f0\charscalex100 {n 1997 included}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {24,882 }\fs18\cf0\f0\charscalex100 { buses an d minibu ses (Ban glapedia, 20 06).}\par\pard\li360\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {BRTC,}\fs18\cf0\f0\charscalex100 { the gover}\fs18\cf0\f0\charscalex100 {nment organization responsible for}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {pub }\fs18\cf0\f0\charscalex100 {lic}\fs18\cf0\f0\charscalex100 { trans}\fs18\cf0\f0\charscalex100 {portation had been a losing }\fs18\cf0\f0\charscalex100 {con}\fs18\cf0\f0\charscalex100 {cern u }\fs18\cf0\f0\charscalex100 {ntil}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {2000.}\fs18\cf0\f0\charscalex100 { It had }\fs18\cf0\f0\charscalex100 {a flee}\fs18\cf0\f0\charscalex100 {t of 2}\fs18\cf0\f0\charscalex100 {73 v}\fs18\cf0\f0\charscalex100 {ehicle s to pro vide d aily}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {tra}\fs18\cf0\f0\charscalex100 {nsporta}\fs18\cf0\f0\charscalex100 {tion}\fs18\cf0\f0\charscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce to 84,000 passengers. In 200}\fs18\cf0\f0\charscalex100 {1}\fs18\cf0\f0\charscalex100 {,}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {B}\fs18\cf0\f0\charscalex100 {RTC 's}\fs18\cf0\f0\charscalex100 { 561}\fs18\cf0\f0\charscalex100 { buses including a good numb}\fs18\cf0\f0\charscalex100 {er o}\fs18\cf0\f0\charscalex100 {f double-}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {deckers }\fs18\cf0\f0\charscalex100 { carried 300,000 pass}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0\charscalex100 {ngers dai}\fs18\cf0\f0\charscalex100 {ly and the}\pa

r\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {operati}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscalex100 { profi}\fs18\cf0\f0\charscalex100 {t in the year was Tk 167.01 million}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Banglapedi}\fs18\cf0\f0\charscalex100 {a,}\fs18\cf0\f0\charscalex100 { 2006).}\fs18\cf0\f0\charscalex100 { The}\fs18\cf0\f0\charscalex100 { number of BRTC's cit}\fs18\cf0\f0\charscalex100 {y service}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {bus}\fs18\cf0\f0\charscalex100 {es}\fs18\cf0\f0\charscalex100 { and int}\fs18\cf0\f0\charscalex100 {er district luxury coach service and}\fs18\cf0\f0\charscalex100 { tow}\fs18\cf0\f0\charscalex100 {n}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { in priva }\fs18\cf0\f0\charscalex100 {te secto }\fs18\cf0\f0\charscalex100 {r ha}\fs18\cf0\f0\charscalex100 {ve signi}\fs18\cf0\f0\charscalex100 {ficantly increased}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {foll}\fs18\cf0\f0\charscalex100 {owing}\fs18\cf0\f0\charscalex100 { t}\fs18\cf0\f0\charscalex100 {h}\fs18\cf0\f0\charscalex100 {e renovat}\fs18\cf0\f0\charscalex100 {ion and expansion of roads and}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {highways.}\fs18\cf0\f0\charscalex100 { Bangladesh cat}\fs18\cf0\f0\charscalex100 {ering}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {the tran }\fs18\cf0\f0\charscalex100 {sport se rvices to}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {more}\fs18\cf0\f0\charscalex100 { than }\fs18\cf0\f0\charscalex100 {14 m }\fs18\cf0\f0\charscalex100 {il}\fs18\cf0\f0\charscalex100 {lion pe}\fs18\cf0\f0\charscalex100 {ople, faces numerous and}\par\pard\li0\ri0\sl-226\slmult0 \*\tx2800\*\tx3733\fs18\cf0\f0\charscalex100 {signi}\fs18\cf0\f0\charscalex100 {ficant}\fs18\cf0\f0\charscalex100 { challenges.}\fs18\cf0\f0\charscalex100 { The}\tab \fs18\cf0\f0\charscalex100 {complex}\tab \fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { th}\fs18\cf0\f0\charscalex100 {e}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {heteroge}\fs18\cf0\f0\charscalex100 {neous}\fs18\cf0\f0\charscalex100 { services of the transp }\fs18\cf0\f0\charscalex100 {ort industry are}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {large}\fs18\cf0\f0\charscalex100 {ly}\fs18\cf0\f0\charscalex100 { dominated by t}\fs18\cf0\f0\charscalex100 {he behavior of the employee }\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {n}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {handling}\fs18\cf0\f0\charscalex100 { a cri}\fs18\cf0\f0\charscalex100 {tical situation. The factor}\fs18\cf0\f0\charscalex100 {s als}\fs18\cf0\f0\charscalex100 {o con }\fs18\cf0\f0\charscalex100 {tribute}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {eno}\fs18\cf0\f0\charscalex100 {rmously}\fs18\cf0\f0\charscalex100 { to t}\fs18\cf0\f0\charscalex100 {he}\fs18\cf0\f0\charscalex100 { behavior}\fs18\cf0\f0\charscalex100 { of}\fs18\cf0\f0\charscalex100 { the cust}\fs18\cf0\f0\charscalex100 {omers as well, and}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the situa }\fs18\cf0\f0\charscalex100 {tion tha t by ac counts is de teriorating rapidly.}\par\pard\li360\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Although}\fs18\cf0\f0\charscalex100 { more fi}\fs18\cf0\f0\charscalex100 {rms are realizing the importance of}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { quality }\fs18\cf0\f0\charscalex100 { and c ustom er satisfa ction, it}\fs18\cf0\f0\charscalex100 { is}\fs18\cf0\f0\charscalex100 { not al}\fs18\cf0\f0\charscalex100 {ways}\par\pard\li0\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {clear}\fs18\cf0\f0\charscalex100 { how to achieve this }\fs18\cf0\f0\charscalex100 { goal (Bitner}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {.,}\fs18\cf0\f0\charscalex100 { 1994).}\par\pard\sect\sectd\sbknone\pard\li773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li773\ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100\b {Correspon}\b0 \fs18\cf0\f0\charscalex100\b {ding Author:}\b0 \fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {S.S.M. Sadrul Huda, Business Administration, East West University, 43 Mohakhali C/A, Dhaka}\par\pard\li2760\ri0\sl-200\slmult0 \fs18\cf0\f0\charscalex100 {1212, Bangladesh}\par\pard\li5360\ri0\sl-200\slmult0 \fs18\cf0\f0\charscalex100 {16}\par\pard\sect\sectd\sbknone\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li3826\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100\i {Curr. Res. }\i0 \fs18\cf0\f0\charscalex100\i {

J. Soc. Sci., 1(2): 16-22, 2009}\i0 \par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols3\colno1\colw5360\colsr-0\colno2\colw280\colsr-0\colno3\colw5800\pard\li773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li773\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {Situat}\fs18\cf0\f0\charscalex100 {ions}\fs18\cf0\f0\charscalex100 { aris}\fs18\cf0\f0\charscalex100 {e in which the quality of the service may}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {low}\fs16\cf0\f0\charscalex100 { and th }\fs16\cf0\f0\charscalex100 {e prob lem is re cognized both}\fs16\cf0\f0\charscalex100 { the cust}\fs16\cf0\f0\charscalex100 {omer}\fs16\cf0\f0\charscalex100 { and}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { employee but }\fs18\cf0\f0\charscalex100 {there may be}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {disagr}\fs18\cf0\f0\charscalex100 {eement on the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {cau}\fs18\cf0\f0\charscalex100 {ses}\fs18\cf0\f0\charscalex100 { of the p }\fs18\cf0\f0\charscalex100 {roblem and th e app ropriate solution s. }\fs18\cf0\f0\charscalex100 {I}\fs18\cf0\f0\charscalex100 {n}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { encounter}\fs18\cf0\f0\charscalex100 {s suc}\fs18\cf0\f0\charscalex100 {h }\fs18\cf0\f0\charscalex100 {disagreements, sure to di}\fs18\cf0\f0\charscalex100 {minish}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {customer}\fs18\cf0\f0\charscalex100 { satisf}\fs18\cf0\f0\charscalex100 {acti}\fs18\cf0\f0\charscalex100 {on. T }\fs18\cf0\f0\charscalex100 {he tran sport in dustry shou ld}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {underst}\fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { the }\fs18\cf0\f0\charscalex100 {enco}\fs18\cf0\f0\charscalex100 {unter from multipl}\fs18\cf0\f0\charscalex100 {e perspectives, so}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {that}\fs18\cf0\f0\charscalex100 { they ar}\fs18\cf0\f0\charscalex100 {e able to design }\fs18\cf0\f0\charscalex100 {proce}\fs18\cf0\f0\charscalex100 {sses a }\fs18\cf0\f0\charscalex100 {nd ed ucate their}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {employees to achieve quality is ser}\fs18\cf0\f0\charscalex100 {vice encounters.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {The}\fs18\cf0\f0\charscalex100 { lit}\fs18\cf0\f0\charscalex100 {erature shows that previous research in }\fs18\cf0\f0\charscalex100 {t}\fs18\cf0\f0\charscalex100 {he}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {context}\fs16\cf0\f0\charscalex100 { of the }\fs16\cf0\f0\charscalex100 {restaurant, hotel and airline industries}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {identi}\fs18\cf0\f0\charscalex100 {fied}\fs18\cf0\f0\charscalex100 { categor}\fs18\cf0\f0\charscalex100 {ies}\fs18\cf0\f0\charscalex100 { of event}\fs18\cf0\f0\charscalex100 {s and behaviors that}\fs18\cf0\f0\charscalex100 { und}\fs18\cf0\f0\charscalex100 {erlie}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {crit}\fs18\cf0\f0\charscalex100 {ical}\fs18\cf0\f0\charscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce encou}\fs18\cf0\f0\charscalex100 {nters}\fs18\cf0\f0\charscalex100 { from the}\fs18\cf0\f0\charscalex100 { customer\uc1\u8217Xs point of}\par\pard\li773\ri0\sl-226\slmult0 \*\tx1853\fs16\cf0\f0\charscalex100 {view}\fs16\cf0\f0\charscalex100 { (Bitner}\tab \fs16\cf0\f0\charscalex100\i {et al}\i0 \fs16\cf0\f0\charscalex100 {., 1990)}\fs16\cf0\f0\charscalex100 { and e }\fs16\cf0\f0\charscalex100 {mplo yee\uc1\u8217Xs point a s we ll}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Bitner}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., }\fs18\cf0\f0\charscalex100 {1994). But i}\fs18\cf0\f0\charscalex100 {n Bangladesh none took place}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {regardi}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscalex100 { the critical service encou }\fs18\cf0\f0\charscalex100 {nter of the tra}\fs18\cf0\f0\charscalex100 {n}\fs18\cf0\f0\charscalex100 {sport}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {services.}\fs18\cf0\f0\charscalex100 { The primary }\fs18\cf0\f0\charscalex100 {purpose of}\fs18\cf0\f0\charscalex100 { this}\fs18\cf0\f0\charscalex100 { study}\fs18\cf0\f0\charscalex100 { is t}\fs18\cf0\f0\charscalex100 {o examine}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { contact em }\fs18\cf0\f0\charscalex100 {ployee\uc1\u8217Xs pe rspective of critical serv}\fs18\cf0\f0\cha

rscalex100 {ic}\fs18\cf0\f0\charscalex100 {e}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {encou }\fs16\cf0\f0\charscalex100 {nters}\fs16\cf0\f0\charscalex100 { and to under}\fs16\cf0\f0\charscalex100 {stand, in the context of the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {t}\fs18\cf0\f0\charscalex100 {ransp}\fs18\cf0\f0\charscalex100 {ort}\fs18\cf0\f0\charscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce industries, the kinds of events and}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {behav }\fs18\cf0\f0\charscalex100 {iors}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { employees believe underlie customer}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {d}\fs18\cf0\f0\charscalex100 {issat}\fs18\cf0\f0\charscalex100 {isfaction.}\fs18\cf0\f0\charscalex100 { The scope of the study is the bus }\fs18\cf0\f0\charscalex100 {servic }\fs18\cf0\f0\charscalex100 {e}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {provider}\fs18\cf0\f0\charscalex100 { of Dhaka City.}\par\pard\li1266\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1266\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100\b {THE BACKGROUND OF T}\b0 \fs18\cf0\f0\charscalex100\b {HE STUDY:}\b0 \par\pard\li1253\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100\b {CONTACT EMPLOYEE VIEW }\b0 \fs18\cf0\f0\charscalex100\b {POINTS}\b0 \par\pard\li1133\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1133\ri0\sl-240\slmult0 \*\tx3000\*\tx3413\*\tx3680\*\tx4413\*\tx5106\fs18\cf0\f0\charscalex100 {Frontl}\fs18\cf0\f0\charscalex100 {ine}\fs18\cf0\f0\charscalex100 { per}\fs18\cf0\f0\charscalex100 {sonn}\fs18\cf0\f0\charscalex100 {el}\tab \fs18\cf0\f0\charscalex100 {ar}\fs18\cf0\f0\charscalex100 {e}\tab \fs18\cf0\f0\charscalex100 {a}\tab \fs18\cf0\f0\charscalex100 {critical}\tab \fs18\cf0\f0\charscalex100 {source}\tab \fs18\cf0\f0\charscalex100 {of}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {infor}\fs16\cf0\f0\charscalex100 {mation}\fs16\cf0\f0\charscalex100 { ab}\fs16\cf0\f0\charscalex100 {out customers. There are basically two}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {way}\fs16\cf0\f0\charscalex100 {s}\fs16\cf0\f0\charscalex100 { tha}\fs16\cf0\f0\charscalex100 {t cust}\fs16\cf0\f0\charscalex100 {omer knowledge obtained by contact}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {employees}\fs18\cf0\f0\charscalex100 { is t}\fs18\cf0\f0\charscalex100 {o improve services: firstly, such knowledge}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { used by the c}\fs18\cf0\f0\charscalex100 {ontact employ}\fs18\cf0\f0\charscalex100 {ee}\fs18\cf0\f0\charscalex100 { them }\fs18\cf0\f0\charscalex100 {selve s to facilitate}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {their}\fs18\cf0\f0\charscalex100 { interac}\fs18\cf0\f0\charscalex100 {tions w ith}\fs18\cf0\f0\charscalex100 { custo }\fs18\cf0\f0\charscalex100 {mers and s econ dly, it is}\fs18\cf0\f0\charscalex100 { used}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {by}\fs18\cf0\f0\charscalex100 { the f}\fs18\cf0\f0\charscalex100 {irm fo}\fs18\cf0\f0\charscalex100 {r making deci}\fs18\cf0\f0\charscalex100 {sions. Employees often}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {modify }\fs18\cf0\f0\charscalex100 { their behavior }\fs18\cf0\f0\charscalex100 {fr}\fs18\cf0\f0\charscalex100 {om moment to moment on the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {basis}\fs18\cf0\f0\charscalex100 { of the fe }\fs18\cf0\f0\charscalex100 {edback th ey rec eiv}\fs18\cf0\f0\charscalex100 {e whi}\fs18\cf0\f0\charscalex100 {le ser}\fs18\cf0\f0\charscalex100 {ving}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {cu}\fs18\cf0\f0\charscalex100 {stomers.}\fs18\cf0\f0\charscalex100 { Schneider}\fs18\cf0\f0\charscalex100 { (1980) argues that people who}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {choose}\fs18\cf0\f0\charscalex100 { to work in }\fs18\cf0\f0\charscalex100 {service occupations generally hav}\fs18\cf0\f0\charscalex100 {e }\fs18\cf0\f0\charscalex100 {a}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {strong}\fs18\cf0\f0\charscalex100 { desire to }\fs18\cf0\f0\charscalex100 { give good ser}\fs18\cf0\f0\charscalex100 {vice. To the extent}\fs18\cf0\f0\charscalex100 { that this}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { true, co }\fs18\cf0\f0\charscalex100 {ntact }\fs18\cf0\f0\charscalex100 {pe}\fs18\cf0\f0\charscalex100 {rsonnel}\fs18\cf0\f0\charscalex100 { can be expected to look}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {freque}\fs18\cf0\f0\charscalex100 {ntly}\fs18\cf0\f0\charscalex100 { for

cue }\fs18\cf0\f0\charscalex100 {s that tell the m ho w their service is}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {r}\fs18\cf0\f0\charscalex100 {eceived}\fs18\cf0\f0\charscalex100 { by the cust}\fs18\cf0\f0\charscalex100 {omers. The more accurate }\fs18\cf0\f0\charscalex100 {thei}\fs18\cf0\f0\charscalex100 {r}\par\pard\li773\ri0\sl-226\slmult0 \*\tx2720\*\tx3293\fs18\cf0\f0\charscalex100 {percept}\fs18\cf0\f0\charscalex100 {ions}\fs18\cf0\f0\charscalex100 { are, }\fs18\cf0\f0\charscalex100 {the}\tab \fs18\cf0\f0\charscalex100 {more}\tab \fs18\cf0\f0\charscalex100 {likely their beha}\fs18\cf0\f0\charscalex100 {vior}\fs18\cf0\f0\charscalex100 {al}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {adjust}\fs18\cf0\f0\charscalex100 {ments are to improve customer satisfaction.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Second,}\fs18\cf0\f0\charscalex100 { because cont}\fs18\cf0\f0\charscalex100 {act personnel have f}\fs18\cf0\f0\charscalex100 {requ}\fs18\cf0\f0\charscalex100 {ent}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {contact}\fs18\cf0\f0\charscalex100 { with cust}\fs18\cf0\f0\charscalex100 {omers, they serve a boundary spann}\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {ng}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {role}\fs18\cf0\f0\charscalex100 { in the firm}\fs18\cf0\f0\charscalex100 {. As a}\fs18\cf0\f0\charscalex100 { resul}\fs18\cf0\f0\charscalex100 {t, they often have better}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {und }\fs16\cf0\f0\charscalex100 {ersta}\fs16\cf0\f0\charscalex100 {ndi}\fs16\cf0\f0\charscalex100 {ng}\fs16\cf0\f0\charscalex100 { of cust}\fs16\cf0\f0\charscalex100 {omer needs and problems than}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {others}\fs18\cf0\f0\charscalex100 { in t}\fs18\cf0\f0\charscalex100 {he}\fs18\cf0\f0\charscalex100 { fir}\fs18\cf0\f0\charscalex100 {m. Researchers have theorized}\fs18\cf0\f0\charscalex100 { and found}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {some}\fs18\cf0\f0\charscalex100 { ev}\fs18\cf0\f0\charscalex100 {idence that open communication betwe}\fs18\cf0\f0\charscalex100 {en}\fs18\cf0\f0\charscalex100 { the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {front}\fs18\cf0\f0\charscalex100 {line}\fs18\cf0\f0\charscalex100 { personnel and managers is }\fs18\cf0\f0\charscalex100 {imp}\fs18\cf0\f0\charscalex100 {ortant}\fs18\cf0\f0\charscalex100 { for}\par\pard\li773\ri0\sl-226\slmult0 \*\tx4200\fs16\cf0\f0\charscalex100 {achievi}\fs16\cf0\f0\charscalex100 {ng}\fs16\cf0\f0\charscalex100 { service }\fs16\cf0\f0\charscalex100 { quality }\fs16\cf0\f0\charscalex100 { (Pa}\fs16\cf0\f0\charscalex100 {rasura}\fs16\cf0\f0\charscalex100 {man}\tab \fs16\cf0\f0\charscalex100\i {et al}\i0 \fs16\cf0\f0\charscalex100 {., 1990;}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Zeitha}\fs18\cf0\f0\charscalex100 {ml}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100\i {et a}\i0 \fs18\cf0\f0\charscalex100\i {l}\i0 \fs18\cf0\f0\charscalex100 {., 1988 )}\fs18\cf0\f0\charscalex100 {. Schneider and Bowen (1984)}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0\charscalex100 {rgued}\fs18\cf0\f0\charscalex100 { th}\fs18\cf0\f0\charscalex100 {at the firms should use the information wh}\fs18\cf0\f0\charscalex100 {ic}\fs18\cf0\f0\charscalex100 {h}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {they}\fs18\cf0\f0\charscalex100 { g}\fs18\cf0\f0\charscalex100 {at}\fs18\cf0\f0\charscalex100 {hered }\fs18\cf0\f0\charscalex100 { from th eir con tact em ploye es in the ir}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {strategic }\fs18\cf0\f0\charscalex100 { plann }\fs18\cf0\f0\charscalex100 {ing, especia lly in}\fs18\cf0\f0\charscalex100 { new service}\fs18\cf0\f0\charscalex100 { development}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { in service m odifica tions.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Acc }\fs18\cf0\f0\charscalex100 {ord}\fs18\cf0\f0\charscalex100 {ing}\fs18\cf0\f0\charscalex100 { to}\fs18\cf0\f0\charscalex100 { the Bitner, Bo }\fs18\cf0\f0\charscalex100 {oms an d M ohr (1994 ),}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {accu }\fs18\cf0\f0\charscalex100 {rate}\fs18\cf0\f0\charscalex100 { employee unders}\fs18\cf0\f0\charscalex100 {tanding of customers ena}\fs18\cf0\f0\charscalex100 {bl}\fs18\cf0\f0\charscalex100 {es}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\p

ar\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-293\slmult0 \fs18\cf0\f0\charscalex100 {17}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {both}\fs18\cf0\f0\charscalex100 { the employee and firm to adjust}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {app}\fs18\cf0\f0\charscalex100 {ropriate ly to}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {customer nee}\fs18\cf0\f0\charscalex100 {ds. However, Schneider}\fs18\cf0\f0\charscalex100 { and Bowen}\fs18\cf0\f0\charscalex100 { (1985)}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0\charscalex100 {nd}\fs18\cf0\f0\charscalex100 { Schne }\fs18\cf0\f0\charscalex100 {ider}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. (1980) foun }\fs18\cf0\f0\charscalex100 {d high co rrelations (r}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {=}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {0.63}\fs18\cf0\f0\charscalex100 { and r = }\fs18\cf0\f0\charscalex100 { 0.67, r}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0\charscalex100 {specti}\fs18\cf0\f0\charscalex100 {vely) between employee and}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {cust}\fs18\cf0\f0\charscalex100 {omer}\fs18\cf0\f0\charscalex100 { att}\fs18\cf0\f0\charscalex100 {itudes about overall service quality i}\fs18\cf0\f0\charscalex100 {n }\fs18\cf0\f0\charscalex100 {a}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {banking}\fs18\cf0\f0\charscalex100 { sector}\fs18\cf0\f0\charscalex100 {. Their res}\fs18\cf0\f0\charscalex100 {u}\fs18\cf0\f0\charscalex100 {lts are co }\fs18\cf0\f0\charscalex100 {ntradic ted, ho we ver, in}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {a}\fs18\cf0\f0\charscalex100 { st}\fs18\cf0\f0\charscalex100 {udy by Brown and Swa}\fs18\cf0\f0\charscalex100 {rtz (1}\fs18\cf0\f0\charscalex100 {989). Si}\fs18\cf0\f0\charscalex100 {milarly, another}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {study}\fs18\cf0\f0\charscalex100 { of}\fs18\cf0\f0\charscalex100 { 1300 customers and 900 custome}\fs18\cf0\f0\charscalex100 {r }\fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {profe}\

fs18\cf0\f0\charscalex100 {ssionals}\fs18\cf0\f0\charscalex100 { condu}\fs18\cf0\f0\charscalex100 {cte}\fs18\cf0\f0\charscalex100 {d by Development Dimensions}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Inter}\fs18\cf0\f0\charscalex100 {nationa}\fs18\cf0\f0\charscalex100 {l}\fs18\cf0\f0\charscalex100 { found dif}\fs18\cf0\f0\charscalex100 {ferences in }\fs18\cf0\f0\charscalex100 {percept}\fs18\cf0\f0\charscalex100 {ions}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {between}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {th}\fs18\cf0\f0\charscalex100 {e}\par\pard\li0\ri0\sl-226\slmult0 \*\tx1146\*\tx1960\*\tx2946\*\tx3973\fs18\cf0\f0\charscalex100 {two}\fs18\cf0\f0\charscalex100 { groups}\tab \fs18\cf0\f0\charscalex100 {(S }\fs18\cf0\f0\charscalex100 {ervice}\tab \fs18\cf0\f0\charscalex100 {M arketing}\tab \fs18\cf0\f0\charscalex100 {N ewsletter}\tab \fs18\cf0\f0\charscalex100 {198 9).}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Customer}\fs18\cf0\f0\charscalex100 { service }\fs18\cf0\f0\charscalex100 { profes siona ls in}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { study}\fs18\cf0\f0\charscalex100 { cons }\fs18\cf0\f0\charscalex100 {istently}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {rated}\fs18\cf0\f0\charscalex100 { the importanc }\fs18\cf0\f0\charscalex100 {e of p}\fs18\cf0\f0\charscalex100 {arti}\fs18\cf0\f0\charscalex100 {cular }\fs18\cf0\f0\charscalex100 {service skills and}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {co}\fs18\cf0\f0\charscalex100 {mpetencies.}\fs18\cf0\f0\charscalex100 { In the }\fs18\cf0\f0\charscalex100 {same way, Langeard }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. (19}\fs18\cf0\f0\charscalex100 {81}\fs18\cf0\f0\charscalex100 {)}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {found}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { field m}\fs18\cf0\f0\charscalex100 {anager}\fs18\cf0\f0\charscalex100 {s at tw}\fs18\cf0\f0\charscalex100 {o ban ks ten ded to}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {ove}\fs18\cf0\f0\charscalex100 {restima te}\fs18\cf0\f0\charscalex100 { (compa}\fs18\cf0\f0\charscalex100 {red}\fs18\cf0\f0\charscalex100 { with cust}\fs18\cf0\f0\charscalex100 {omer ratings) the}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {importa}\fs18\cf0\f0\charscalex100 {n}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {of six board service deli}\fs18\cf0\f0\charscalex100 {very dimensions.}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Other}\fs18\cf0\f0\charscalex100 { studies have }\fs18\cf0\f0\charscalex100 { fo}\fs18\cf0\f0\charscalex100 {u}\fs18\cf0\f0\charscalex100 {nd diff}\fs18\cf0\f0\charscalex100 {erences when comparing}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {customer}\fs18\cf0\f0\charscalex100 { and employee evaluations of business}\fs18\cf0\f0\charscalex100 { sit}\fs18\cf0\f0\charscalex100 {uations}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {using}\fs18\cf0\f0\charscalex100 { scenari}\fs18\cf0\f0\charscalex100 {os and role playing in produc}\fs18\cf0\f0\charscalex100 {t fail}\fs18\cf0\f0\charscalex100 {ure}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {con}\fs18\cf0\f0\charscalex100 {texts}\fs18\cf0\f0\charscalex100 { (Folks }\fs18\cf0\f0\charscalex100 {and Kotsos 1986), a complaint context}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Re}\fs18\cf0\f0\charscalex100 {snik}\fs18\cf0\f0\charscalex100 { and Harmon, 1983) and }\fs18\cf0\f0\charscalex100 {th}\fs18\cf0\f0\charscalex100 {e context}\fs18\cf0\f0\charscalex100 { of retailer}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {responses}\fs18\cf0\f0\charscalex100 { to cust}\fs18\cf0\f0\charscalex100 {om}\fs18\cf0\f0\charscalex100 {er}\fs18\cf0\f0\charscalex100 { problems (}\fs18\cf0\f0\charscalex100 {Dornoff and Dwyer}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {1981).}\fs18\cf0\f0\charscalex100 { The Criti}\fs18\cf0\f0\charscalex100 {cal Incident Techniqu}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0\charscalex100 { (CIT) has be}\fs18\cf0\f0\charscalex100 {en}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {used}\fs18\cf0\f0\charscalex100 { extensi}\fs18\cf0\f0\charscalex100 {vely in this context}\fs18\cf0\f0\charscalex100 { in rec}\fs18\cf0\f0\charscalex100 {ent}\fs18\cf0\f0\charscalex100 { years to exp }\fs18\cf0\f0\charscalex100 {lore}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { re}\fs18\cf0\f0\charscalex100 {search issues and has been instrume}\fs18\cf0\f0\charscalex100 {ntal i}\fs18\cf0

\f0\charscalex100 {n}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {advancing}\fs18\cf0\f0\charscalex100 { our unders}\fs18\cf0\f0\charscalex100 {tanding of these issues. The concept}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {of}\fs18\cf0\f0\charscalex100 { CIT }\fs18\cf0\f0\charscalex100 { usua lly em ploye d in service re searc h to (a) h elp}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {current}\fs18\cf0\f0\charscalex100 { and futur}\fs18\cf0\f0\charscalex100 {e researchers employing the}\fs18\cf0\f0\charscalex100 { CIT method}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {to}\fs18\cf0\f0\charscalex100 { exam }\fs18\cf0\f0\charscalex100 {ine the ir meth odo logical decisio ns clo sely}\fs18\cf0\f0\charscalex100 { and}\fs18\cf0\f0\charscalex100 { (b)}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {suggest}\fs18\cf0\f0\charscalex100 { guidelines for the pro }\fs18\cf0\f0\charscalex100 {per}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {applic}\fs18\cf0\f0\charscalex100 {ation}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {repor}\fs18\cf0\f0\charscalex100 {ting}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {of}\fs18\cf0\f0\charscalex100 { th}\fs18\cf0\f0\charscalex100 {e proc}\fs18\cf0\f0\charscalex100 {edures i}\fs18\cf0\f0\charscalex100 {nvolved when using this method.}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Although}\fs18\cf0\f0\charscalex100 { the C }\fs18\cf0\f0\charscalex100 {IT m ethod appe ared in the m arketi}\fs18\cf0\f0\charscalex100 {n}\fs18\cf0\f0\charscalex100 {g}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {literature}\fs18\cf0\f0\charscalex100 { as earl}\fs18\cf0\f0\charscalex100 {y as 1975 (Swan and Rao, 1975), the}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {major}\fs18\cf0\f0\charscalex100 { catal}\fs18\cf0\f0\charscalex100 {yst for use of the CIT method in service}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {resear}\fs18\cf0\f0\charscalex100 {ch}\fs18\cf0\f0\charscalex100 { ap}\fs18\cf0\f0\charscalex100 {pe}\fs18\cf0\f0\charscalex100 {ars t}\fs18\cf0\f0\charscalex100 {o have been a Journal of Marketing}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {study}\fs18\cf0\f0\charscalex100 { condu }\fs18\cf0\f0\charscalex100 {cted by B itmer}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. (1990)}\fs18\cf0\f0\charscalex100 { that}\fs18\cf0\f0\charscalex100 { invest}\fs18\cf0\f0\charscalex100 {igated}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sources}\fs18\cf0\f0\charscalex100 { of sat}\fs18\cf0\f0\charscalex100 {isfaction }\fs18\cf0\f0\charscalex100 {and d}\fs18\cf0\f0\charscalex100 {issat}\fs18\cf0\f0\charscalex100 {isfaction in service}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {encounters.}\fs18\cf0\f0\charscalex100 { Service rese}\fs18\cf0\f0\charscalex100 {archer}\fs18\cf0\f0\charscalex100 {s have found CIT t}\fs18\cf0\f0\charscalex100 {o be a}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {valua }\fs18\cf0\f0\charscalex100 {ble}\fs18\cf0\f0\charscalex100 { tool, as t}\fs18\cf0\f0\charscalex100 {he analysis approach suggest}\fs18\cf0\f0\charscalex100 {ed by t}\fs18\cf0\f0\charscalex100 {he}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {CIT}\fs18\cf0\f0\charscalex100 { meth }\fs18\cf0\f0\charscalex100 {od often results in us eful info rmatio n that is}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {mere}\fs18\cf0\f0\charscalex100 { rigor}\fs18\cf0\f0\charscalex100 {ously de}\fs18\cf0\f0\charscalex100 {fined}\fs18\cf0\f0\charscalex100 { than many othe}\fs18\cf0\f0\charscalex100 {r qualitative}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {approaches.}\fs18\cf0\f0\charscalex100 { It all}\fs18\cf0\f0\charscalex100 {ows researchers }\fs18\cf0\f0\charscalex100 {to fo}\fs18\cf0\f0\charscalex100 {cus on a }\fs18\cf0\f0\charscalex100 { very}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {spec }\fs18\cf0\f0\charscalex100 {ific}\fs18\cf0\f0\charscalex100 { phen }\fs18\cf0\f0\charscalex100 {ome non beca use it}\fs18\cf0\f0\charscalex100 { forces}\fs18\cf0\f0\charscalex100 { them to define the}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {\uc1\u8220Xspe}\fs18\cf0\f0\charscalex100 {cific}\fs18\cf0\f0\charscalex100 { ai}\fs18\cf0\f0\charscalex100 {m\uc1\u8221X}\fs18\cf0\f0\charscalex100 { of thei}\fs18\cf0\f0\charscalex100 {r study and helps identify important}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {them }\fs18\cf0\f0\charscalex100 {atic}\fs18\cf0\f0\charscalex100 { details, w }\fs18\cf0\f0\char

scalex100 {ith vivid exam ples to s upp ort their}\par\pard\li0\ri0\sl-226\slmult0 \*\tx1373\fs18\cf0\f0\charscalex100 {findings.}\fs18\cf0\f0\charscalex100 { Bitmer}\tab \fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. (1}\fs18\cf0\f0\charscalex100 {990}\fs18\cf0\f0\charscalex100 {) st}\fs18\cf0\f0\charscalex100 {udy focusing on service}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {encoun}\fs18\cf0\f0\charscalex100 {ters}\fs18\cf0\f0\charscalex100 { provides}\fs18\cf0\f0\charscalex100 { an example of the value of the }\fs18\cf0\f0\charscalex100 {CI}\fs18\cf0\f0\charscalex100 {T}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { to}\fs18\cf0\f0\charscalex100 { service }\fs18\cf0\f0\charscalex100 { research. T heir}\fs18\cf0\f0\charscalex100 { analysi}\fs18\cf0\f0\charscalex100 {s of 700 critical}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { encounter}\fs18\cf0\f0\charscalex100 {s in three industries, examined}\fs18\cf0\f0\charscalex100 { from the}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {perspe}\fs18\cf0\f0\charscalex100 {ctive}\fs18\cf0\f0\charscalex100 { of the }\fs18\cf0\f0\charscalex100 {customer, led to the identification ot}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {three}\fs18\cf0\f0\charscalex100 { typed of }\fs18\cf0\f0\charscalex100 {employee behav}\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {ors (ul}\fs18\cf0\f0\charscalex100 {timately labeled}\par\pard\li0\ri0\sl-226\slmult0 \*\tx2066\*\tx3240\*\tx4333\fs18\cf0\f0\charscalex100 {recovery,}\fs18\cf0\f0\charscalex100 { adap }\fs18\cf0\f0\charscalex100 {tability,}\tab \fs18\cf0\f0\charscalex100 {spon}\fs18\cf0\f0\charscalex100 {tanei}\fs18\cf0\f0\charscalex100 {ty)}\tab \fs18\cf0\f0\charscalex100 {as sources}\tab \fs18\cf0\f0\charscalex100 {of}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sati}\fs18\cf0\f0\charscalex100 {sfact}\fs18\cf0\f0\charscalex100 {ion}{ }\fs18\cf0\f0\charscalex100 {and}{ }\fs18\cf0\f0\charscalex100 {dissat}\fs18\cf0\f0\charscalex100 {isfaction}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {in}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {encoun}\fs18\cf0\f0\charscalex100 {ters}\fs18\cf0\f0\charscalex100 {. Prior}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {to}\fs18\cf0\f0\charscalex100 { their}\fs18\cf0\f0\charscalex100 { resear}\fs18\cf0\f0\charscalex100 {ch,}\fs18\cf0\f0\charscalex100 { much of what schol}\fs18\cf0\f0\charscalex100 {ars understood about}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {such}\fs18\cf0\f0\charscalex100 { evaluat}\fs18\cf0\f0\charscalex100 {ions was limited to global assessments of}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sati}\fs18\cf0\f0\charscalex100 {sfaction}\fs18\cf0\f0\charscalex100 { or}\fs18\cf0\f0\charscalex100 { abstr}\fs18\cf0\f0\charscalex100 {act concepts (e.g., service}\fs18\cf0\f0\charscalex100 { qu}\fs18\cf0\f0\charscalex100 {ality). On}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { basi}\fs18\cf0\f0\charscalex100 {s}\fs18\cf0\f0\charscalex100 { of t}\fs18\cf0\f0\charscalex100 {he knowledge gained from the 1990}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {study(}\fs18\cf0\f0\charscalex100 { Bitner}{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 1990)}\fs18\cf0\f0\charscalex100 { extended t}\fs18\cf0\f0\charscalex100 {he}\fs18\cf0\f0\charscalex100 { general}\fs18\cf0\f0\charscalex100 {izability of}\par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\pard\sect\sectd\sbkpage\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\margtsxn666\margbsxn173\pard\li3826\ri0\sl-280\slmult0 \fs18\cf0\f0\charscalex100\i {Curr. Res. }\i0 \fs18\cf0\f0\charscalex100\i {J. Soc. Sci., 1(2): 16-22, 2009}\i0 \par\pard\sect\sectd\sbknone\pgwsxn12240\pghsxn15840\marglsxn666\margrsxn133\cols3\colno1\colw5360\colsr-0\colno2\colw280\colsr-0\colno3\colw5800\pard\li773\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li773\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { 1990 study by invest}\fs18\cf0\f0\charscalex100 {iga}\fs18\cf0\f0\charscalex100 {ting the service en }\fs18\cf0\f0\charscalex100 {counters}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {across}\fs18\cf0\f0\charscalex100 { broad range}\fs18\cf0\f0\charscalex100 { of service industries. In a recent study,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Bitner}\fs18\cf0\f0\charscalex100 { and col

l}\fs18\cf0\f0\charscalex100 {eagues used the CIT method to examine}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {self}\fs18\cf0\f0\charscalex100 {-service}\fs18\cf0\f0\charscalex100 { encoun}\fs18\cf0\f0\charscalex100 {ters }\fs18\cf0\f0\charscalex100 {where there}\fs18\cf0\f0\charscalex100 { is no employee}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {involved}\fs18\cf0\f0\charscalex100 { in ser}\fs18\cf0\f0\charscalex100 {vice delivery (}\fs18\cf0\f0\charscalex100 {Meuter}\fs18\cf0\f0\charscalex100 { }{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 2000)}\fs18\cf0\f0\charscalex100 {. The}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {findi}\fs18\cf0\f0\charscalex100 {ngs}\fs18\cf0\f0\charscalex100 { from thi}\fs18\cf0\f0\charscalex100 {s study suggest a different set}\fs18\cf0\f0\charscalex100 { of factors}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {are}\fs18\cf0\f0\charscalex100 { sour}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 {s of sat}\fs18\cf0\f0\charscalex100 {isfaction and dissatisfaction when}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { is}\fs18\cf0\f0\charscalex100 { delivered through technology- based means.}\fs18\cf0\f0\charscalex100 { As}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {these }\fs18\cf0\f0\charscalex100 { studies sugg est,}\fs18\cf0\f0\charscalex100 { the C }\fs18\cf0\f0\charscalex100 {IT m ethod is}\fs18\cf0\f0\charscalex100 { flexi}\fs18\cf0\f0\charscalex100 {ble enough}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {to}\fs18\cf0\f0\charscalex100 { allow }\fs18\cf0\f0\charscalex100 { service enco unters to}\fs18\cf0\f0\charscalex100 { be ex }\fs18\cf0\f0\charscalex100 {tensiv ely}\fs18\cf0\f0\charscalex100 { studi}\fs18\cf0\f0\charscalex100 {ed in a}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {variet}\fs18\cf0\f0\charscalex100 {y}\fs18\cf0\f0\charscalex100 { of way }\fs18\cf0\f0\charscalex100 {s. Bitner\uc1\u8217Xs research o n service en counters}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {has}\fs18\cf0\f0\charscalex100 { focused p }\fs18\cf0\f0\charscalex100 {rimari}\fs18\cf0\f0\charscalex100 {ly }\fs18\cf0\f0\charscalex100 {on customers\uc1\u8217X cognitive response}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {and/or}\fs18\cf0\f0\charscalex100 { asses }\fs18\cf0\f0\charscalex100 {sme nts}\fs18\cf0\f0\charscalex100 { o}\fs18\cf0\f0\charscalex100 {f ser}\fs18\cf0\f0\charscalex100 {vice encounters.; Van Dolen}{ }\fs18\cf0\f0\charscalex100\i {et}\i0 \par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100\i {al}\i0 \fs16\cf0\f0\charscalex100 {.}\fs16\cf0\f0\charscalex100 { (2001) have }\fs16\cf0\f0\charscalex100 {extende}\fs16\cf0\f0\charscalex100 {d serv}\fs16\cf0\f0\charscalex100 {ice encount}\fs16\cf0\f0\charscalex100 {er research by}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {focusi}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscalex100 { on}\fs18\cf0\f0\charscalex100 { underst}\fs18\cf0\f0\charscalex100 {anding affective consumers responses}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {in}\fs16\cf0\f0\charscalex100 { service enco }\fs16\cf0\f0\charscalex100 {unters}\fs16\cf0\f0\charscalex100 { by}\fs16\cf0\f0\charscalex100 { examining t}\fs16\cf0\f0\charscalex100 {he emotional content}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {in}\fs16\cf0\f0\charscalex100 { narrat}\fs16\cf0\f0\charscalex100 {ives of critical incidents. Keaveney\uc1\u8217Xs (1995)}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {study}\fs18\cf0\f0\charscalex100 { on serv}\fs18\cf0\f0\charscalex100 {ice}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {switchi}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {al}\fs18\cf0\f0\charscalex100 {so il}\fs18\cf0\f0\charscalex100 {lustrated the contribution}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {that}\fs18\cf0\f0\charscalex100 { the use of}\fs18\cf0\f0\charscalex100 { the CIT method has}\fs18\cf0\f0\charscalex100 { m}\fs18\cf0\f0\charscalex100 {ade to ser}\fs18\cf0\f0\charscalex100 {vice}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {res}\fs18\cf0\f0\charscalex100 {earch.}\fs18\cf0\f0\charscalex100 { In her s}\fs18\cf0\f0\charscalex100 {tudy, Keaveney employed the }\fs18\cf0\f0\charscalex100 {CI}\fs18\cf0\f0\charscalex100 {T}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { to understand reasons s}\fs18\cf0\f0\charscalex100 {e}\fs18\cf0\f0\charscalex100 {rvice }\fs18\cf0\f0\char

scalex100 {customer switch}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {providers.}\fs16\cf0\f0\charscalex100 { Her analysi}\fs16\cf0\f0\charscalex100 {s of more than}\fs16\cf0\f0\charscalex100 { 800}\fs16\cf0\f0\charscalex100 { crit}\fs16\cf0\f0\charscalex100 {ical}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {behav }\fs18\cf0\f0\charscalex100 {iors}\fs18\cf0\f0\charscalex100 { of ser}\fs18\cf0\f0\charscalex100 {vice firms (critical incidents) led }\fs18\cf0\f0\charscalex100 {t}\fs18\cf0\f0\charscalex100 {o the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {identi}\fs18\cf0\f0\charscalex100 {fication}\fs18\cf0\f0\charscalex100 { of 8 distinct categories of }\fs18\cf0\f0\charscalex100 {reaso}\fs18\cf0\f0\charscalex100 {ns why}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {custom }\fs18\cf0\f0\charscalex100 {ers}\fs18\cf0\f0\charscalex100 { switch}\fs18\cf0\f0\charscalex100 { providers.}\fs18\cf0\f0\charscalex100 { Prior to her CIT study, most}\par\pard\li773\ri0\sl-240\slmult0 \*\tx2600\*\tx2920\*\tx3693\*\tx4386\*\tx4720\fs16\cf0\f0\charscalex100 {resear}\fs16\cf0\f0\charscalex100 {ch}\fs16\cf0\f0\charscalex100 { att}\fs16\cf0\f0\charscalex100 {empt}\fs16\cf0\f0\charscalex100 {i}\fs16\cf0\f0\charscalex100 {ng}\tab \fs16\cf0\f0\charscalex100 {to}\tab \fs16\cf0\f0\charscalex100 {i}\fs16\cf0\f0\charscalex100 {dentify}\tab \fs16\cf0\f0\charscalex100 {caused}\tab \fs16\cf0\f0\charscalex100 {of}\tab \fs16\cf0\f0\charscalex100 {service}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {swi}\fs18\cf0\f0\charscalex100 {tching}\fs18\cf0\f0\charscalex100 { focus }\fs18\cf0\f0\charscalex100 {ed on issues related to dissa tisfacti}\fs18\cf0\f0\charscalex100 {on}\fs18\cf0\f0\charscalex100 {.}\par\pard\li773\ri0\sl-226\slmult0 \*\tx2413\*\tx3200\*\tx3666\*\tx4346\fs18\cf0\f0\charscalex100 {Although}\fs18\cf0\f0\charscalex100 { some}\tab \fs18\cf0\f0\charscalex100 {caused}\tab \fs18\cf0\f0\charscalex100 {are}\tab \fs18\cf0\f0\charscalex100 {fai}\fs18\cf0\f0\charscalex100 {rly}\tab \fs18\cf0\f0\charscalex100 {pr}\fs18\cf0\f0\charscalex100 {edict}\fs18\cf0\f0\charscalex100 {abl}\fs18\cf0\f0\charscalex100 {e}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {dissat}\fs16\cf0\f0\charscalex100 {isfaction-related}\fs16\cf0\f0\charscalex100 { }\fs16\cf0\f0\charscalex100 {i}\fs16\cf0\f0\charscalex100 {ssued (e.}\fs16\cf0\f0\charscalex100 {g., core service failure,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {se}\fs18\cf0\f0\charscalex100 {rvice encounter}\fs18\cf0\f0\charscalex100 { failure, recovery failure), other cau}\fs18\cf0\f0\charscalex100 {se}\fs18\cf0\f0\charscalex100 {s}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {fall}\fs18\cf0\f0\charscalex100 { outsi}\fs18\cf0\f0\charscalex100 {de}\fs18\cf0\f0\charscalex100 { the sat}\fs18\cf0\f0\charscalex100 {isfaction-dissatisfaction paradigm}\fs18\cf0\f0\charscalex100 { (i.e.,}\par\pard\li773\ri0\sl-253\slmult0 \fs18\cf0\f0\charscalex100 {custo }\fs18\cf0\f0\charscalex100 {mers}\fs18\cf0\f0\charscalex100 { were sa }\fs18\cf0\f0\charscalex100 {tisfied, but they still switched).}\par\pard\li773\ri0\sl-213\slmult0 \*\tx2573\*\tx3026\*\tx4280\fs16\cf0\f0\charscalex100 {Keaveney}\fs16\cf0\f0\charscalex100 { pointe}\fs16\cf0\f0\charscalex100 {d}\tab \fs16\cf0\f0\charscalex100 {out}\tab \fs16\cf0\f0\charscalex100 {convenience,}\tab \fs16\cf0\f0\charscalex100 {compet}\fs16\cf0\f0\charscalex100 {i}\fs16\cf0\f0\charscalex100 {tion,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {involuntary}\fs18\cf0\f0\charscalex100 { switchi}\fs18\cf0\f0\charscalex100 {ng, and pricing}\fs18\cf0\f0\charscalex100 { issues}\fs18\cf0\f0\charscalex100 { to be consi}\fs18\cf0\f0\charscalex100 {dered}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {if}\fs18\cf0\f0\charscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce switching behavior is to be u}\fs18\cf0\f0\charscalex100 {nd}\fs18\cf0\f0\charscalex100 {erst}\fs18\cf0\f0\charscalex100 {ood. Thus}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Kea }\fs18\cf0\f0\charscalex100 {veney \uc1\u8217Xs}\fs18\cf0\f0\charscalex100 { appli}\fs18\cf0\f0\charscalex100 {cation of the CIT method}\fs18\cf0\f0\charscalex100 { has opened}\fs18\cf0\f0\charscalex100 { the}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {door}\fs18\cf0\f0\charscalex100 { for}\fs18\cf0\f0\charscalex100 { a much }\fs18\cf0\f0\charscalex100 { wider an d more }\fs18\cf0\f0\charscalex100 { comprehensive}\fs18\cf0\f0\charscalex100 { switching}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {beh}\fs18\cf0\f0\charscalex100 {avior paradigm.}\par\pard\li1133\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Overview}\f

s18\cf0\f0\charscalex100 { of the }\fs18\cf0\f0\charscalex100 {Critical Incident Technique:}\fs18\cf0\f0\charscalex100 { CIT }\fs18\cf0\f0\charscalex100 {, a}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { that rel}\fs18\cf0\f0\charscalex100 {ies on a set of procedures t}\fs18\cf0\f0\charscalex100 {o}\fs18\cf0\f0\charscalex100 { collect,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {content}\fs18\cf0\f0\charscalex100 { analyze,}\fs18\cf0\f0\charscalex100 { and classify observation}\fs18\cf0\f0\charscalex100 {s}\fs18\cf0\f0\charscalex100 { of human}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {behav }\fs18\cf0\f0\charscalex100 {ior,}\fs18\cf0\f0\charscalex100 { wa}\fs18\cf0\f0\charscalex100 {s introd uced to}\fs18\cf0\f0\charscalex100 { th}\fs18\cf0\f0\charscalex100 {e social}\fs18\cf0\f0\charscalex100 { sciences by}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Flanagan}\fs18\cf0\f0\charscalex100 { (1945) 50}\fs18\cf0\f0\charscalex100 { y}\fs18\cf0\f0\charscalex100 {ears ago.}\fs18\cf0\f0\charscalex100 { Flanagan conducted a}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {ser}\fs18\cf0\f0\charscalex100 {ies}\fs18\cf0\f0\charscalex100 { of st}\fs18\cf0\f0\charscalex100 {udies focused on differentiating effective and}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {ineff}\fs18\cf0\f0\charscalex100 {ective}\fs18\cf0\f0\charscalex100 { work }\fs18\cf0\f0\charscalex100 { behavior}\fs18\cf0\f0\charscalex100 {s; in the beginning,}\fs18\cf0\f0\charscalex100 { his r}\fs18\cf0\f0\charscalex100 {esearch}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {te}\fs18\cf0\f0\charscalex100 {ams}\fs18\cf0\f0\charscalex100 { observed event}\fs18\cf0\f0\charscalex100 {s or \uc1\u8220Xcritica}\fs18\cf0\f0\charscalex100 {l i}\fs18\cf0\f0\charscalex100 {ncident}\fs18\cf0\f0\charscalex100 {s\uc1\u8221X and over}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {ti}\fs18\cf0\f0\charscalex100 {me}\fs18\cf0\f0\charscalex100 { report}\fs18\cf0\f0\charscalex100 {s provided }\fs18\cf0\f0\charscalex100 {b}\fs18\cf0\f0\charscalex100 {y rese }\fs18\cf0\f0\charscalex100 {arch s ubjec ts we re use d in}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {place}\fs18\cf0\f0\charscalex100 { of dir}\fs18\cf0\f0\charscalex100 {ect}\fs18\cf0\f0\charscalex100 { observat}\fs18\cf0\f0\charscalex100 {ion.}\fs18\cf0\f0\charscalex100 { Since its introduction, the C }\fs18\cf0\f0\charscalex100 {IT}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { has been used i}\fs18\cf0\f0\charscalex100 {n a}\fs18\cf0\f0\charscalex100 { wi}\fs18\cf0\f0\charscalex100 {de range of discipli}\fs18\cf0\f0\charscalex100 {nes.}\par\pard\li773\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {Ch }\fs16\cf0\f0\charscalex100 {ell}\fs16\cf0\f0\charscalex100 { (1998) pr}\fs16\cf0\f0\charscalex100 {ovided the following descr}\fs16\cf0\f0\charscalex100 {ipti}\fs16\cf0\f0\charscalex100 {on of the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {CIT}\fs18\cf0\f0\charscalex100 { method:}\fs18\cf0\f0\charscalex100 { \uc1\u8220Xthe CIT t}\fs18\cf0\f0\charscalex100 {echnique is a qualitative interview}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {procedu }\fs18\cf0\f0\charscalex100 {re}\fs18\cf0\f0\charscalex100 { which facilit}\fs18\cf0\f0\charscalex100 {ates }\fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100 {invest}\fs18\cf0\f0\charscalex100 {igation}\fs18\cf0\f0\charscalex100 { of si}\fs18\cf0\f0\charscalex100 {gnificant}\par\pard\li773\ri0\sl-240\slmult0 \fs16\cf0\f0\charscalex100 {occurrence}\fs16\cf0\f0\charscalex100 {s}\fs16\cf0\f0\charscalex100 { (events, incidents, pro }\fs16\cf0\f0\charscalex100 {c}\fs16\cf0\f0\charscalex100 {esses, or issues)}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {identi}\fs18\cf0\f0\charscalex100 {fied}\fs18\cf0\f0\charscalex100 { by the r}\fs18\cf0\f0\charscalex100 {espondent, the way t}\fs18\cf0\f0\charscalex100 {hey a}\fs18\cf0\f0\charscalex100 {re managed,}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { the ou }\fs18\cf0\f0\charscalex100 {tc}\fs18\cf0\f0\charscalex100 {o}\fs18\cf0\f0\charscalex100 {mes in te}\fs18\cf0\f0\charscalex100 {rms of perceived effects. The}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {object}\fs18\cf0\f0\charscalex100 {ive}\fs18\cf0\f0\charscalex100 { is to gain }\fs18\cf0\f0\charscalex100 { underst}\fs18\cf0\f0\charscalex100 {anding of the incident from}\fs18\cf0\f0\charscalex100 { the}\par\pard\li773\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {perspect}\fs18\cf0\f0

\charscalex100 {ive}\fs18\cf0\f0\charscalex100 { of the in}\fs18\cf0\f0\charscalex100 {dividu al, taking into}\fs18\cf0\f0\charscalex100 { ac}\fs18\cf0\f0\charscalex100 {count}\par\pard\li773\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {cogniti}\fs18\cf0\f0\charscalex100 {ve, affective, and behavioral elements\uc1\u8221X.}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-293\slmult0 \fs18\cf0\f0\charscalex100 {18}\par\column\pard\li360\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li360\ri0\sl-253\slmult0 \*\tx1026\fs18\cf0\f0\charscalex100 {Bi}\fs18\cf0\f0\charscalex100 {tmer}\fs18\cf0\f0\charscalex100 { }\tab \fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. (1990)}\fs18\cf0\f0\charscalex100 { defined an incident as an}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {obse }\fs18\cf0\f0\charscalex100 {rvable}\fs18\cf0\f0\charscalex100 { hum }\fs18\cf0\f0\charscalex100 {an ac tivity that is c omp lete eno ugh to}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {allow}\fs18\cf0\f0\charscalex100 { infe}\fs18\cf0\f0\charscalex100 {r}\fs18\cf0\f0\charscalex100 {ences and predi}\fs18\cf0\f0\charscalex100 {ction to be made about the}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {person}\fs18\cf0\f0\charscalex100 { perfor}\fs18\cf0\f0\charscalex100 {ming}\fs18\cf0\f0\charscalex100 { the act}\fs18\cf0\f0\charscalex100 {. A critical}\fs18\cf0\f0\charscalex100 { inci}\fs18\cf0\f0\charscalex100 {dent is described}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {as}\fs18\cf0\f0\charscalex100 { one that}\fs18\cf0\f0\charscalex100 { makes a significant contribution, either}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {positiv}\fs18\cf0\f0\charscalex100 {ely}\fs18\cf0\f0\charscalex100 { or negat}\fs18\cf0\f0\charscalex100 {ively, to an activity }\fs18\cf0\f0\charscalex100 {or p}\fs18\cf0\f0\charscalex100 {henomenon}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Bitmer}\fs18\cf0\f0\charscalex100 { }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {. 1990).}\fs1

8\cf0\f0\charscalex100 { Criti}\fs18\cf0\f0\charscalex100 {cal incidents can be}\fs18\cf0\f0\charscalex100 { gathe }\fs18\cf0\f0\charscalex100 {red in}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {vari}\fs18\cf0\f0\charscalex100 {ous}\fs18\cf0\f0\charscalex100 { wa}\fs18\cf0\f0\charscalex100 {ys, but}\fs18\cf0\f0\charscalex100 { in service research, the approach}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {gen}\fs18\cf0\f0\charscalex100 {erally}\fs18\cf0\f0\charscalex100 { asks res}\fs18\cf0\f0\charscalex100 {pondents to tell a s}\fs18\cf0\f0\charscalex100 {to}\fs18\cf0\f0\charscalex100 {ry about a}\fs18\cf0\f0\charscalex100 {n}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {exp}\fs18\cf0\f0\charscalex100 {erienc e they have had.}\par\pard\li360\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {Strengt}\fs16\cf0\f0\charscalex100 {hs}\fs16\cf0\f0\charscalex100 { and Advantages of }\fs16\cf0\f0\charscalex100 {the CIT metho}\fs16\cf0\f0\charscalex100 {d: T}\fs16\cf0\f0\charscalex100 {h}\fs16\cf0\f0\charscalex100 {e}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {CIT}\fs18\cf0\f0\charscalex100 { method has been}\fs18\cf0\f0\charscalex100 { descri}\fs18\cf0\f0\charscalex100 {bed by}\fs18\cf0\f0\charscalex100 { servi}\fs18\cf0\f0\charscalex100 {ce researchers as}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {offer}\fs18\cf0\f0\charscalex100 {ing}\fs18\cf0\f0\charscalex100 { a number of benefits.}\fs18\cf0\f0\charscalex100 { First, the d }\fs18\cf0\f0\charscalex100 {ata co llected a te}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {from}\fs18\cf0\f0\charscalex100 { the respondent\uc1\u8217Xs persp}\fs18\cf0\f0\charscalex100 {ecti}\fs18\cf0\f0\charscalex100 {ve a}\fs18\cf0\f0\charscalex100 {nd }\fs18\cf0\f0\charscalex100 {in his or her own}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {words}\fs18\cf0\f0\charscalex100 { (Edvards}\fs18\cf0\f0\charscalex100 {son}\fs18\cf0\f0\charscalex100 {, 1992). Th }\fs18\cf0\f0\charscalex100 {e CIT m ethod therefo re}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {provides}\fs18\cf0\f0\charscalex100 { a ric}\fs18\cf0\f0\charscalex100 {h source}\fs18\cf0\f0\charscalex100 { of data }\fs18\cf0\f0\charscalex100 { by allo win g resp ond ents to}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {determi}\fs18\cf0\f0\charscalex100 {ne}\fs18\cf0\f0\charscalex100 { which}\fs18\cf0\f0\charscalex100 { incide }\fs18\cf0\f0\charscalex100 {nts}\fs18\cf0\f0\charscalex100 { re the}\fs18\cf0\f0\charscalex100 { most relevant to them for}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {the}\fs18\cf0\f0\charscalex100 { phenomenon being}\fs18\cf0\f0\charscalex100 { invest}\fs18\cf0\f0\charscalex100 {igated. In so doing, the}\fs18\cf0\f0\charscalex100 { CIT}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { a resear}\fs18\cf0\f0\charscalex100 {ch method that allows respondents as free a}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {range}\fs18\cf0\f0\charscalex100 { of res}\fs18\cf0\f0\charscalex100 {ponse as possible within }\fs18\cf0\f0\charscalex100 {an ov}\fs18\cf0\f0\charscalex100 {erall}\fs18\cf0\f0\charscalex100 { research}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {framewor}\fs18\cf0\f0\charscalex100 {k.}\fs18\cf0\f0\charscalex100 {The}\fs18\cf0\f0\charscalex100 { CIT method ref}\fs18\cf0\f0\charscalex100 {lects the normal way}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {servi}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 { customers think (Stauss,}\fs18\cf0\f0\charscalex100 { 1993) and does not}\fs18\cf0\f0\charscalex100 { force}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {them}\fs18\cf0\f0\charscalex100 { into }\fs18\cf0\f0\charscalex100 {an}\fs18\cf0\f0\charscalex100 {y given framework. During an interview,}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {respo }\fs18\cf0\f0\charscalex100 {ndents}\fs18\cf0\f0\charscalex100 { are si}\fs18\cf0\f0\charscalex100 {mply aske}\fs18\cf0\f0\charscalex100 {d to}\fs18\cf0\f0\charscalex100 { recall speci}\fs18\cf0\f0\charscalex100 {fic events;}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {they}\fs18\cf0\f0\charscalex100 { can use the }\fs18\cf0\f0\charscalex100 {ir }\fs18\cf0\f0\charscalex100 {own }\fs18\cf0\f0\charscalex100 { term}\fs18\cf0\f0\charscalex100 {s and language}\fs18\cf0\f0\charscalex100 { (Stauss and}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {W }\fs18\cf0\f0\charscalex100 {einlich,}\fs18\cf0\f0\charscalex100 { 1997). Se }\fs18\cf0\f0\charscalex100 {cond, this type o f }\fs18\cf0\f0\charscalex100 {resear}\fs18\cf0\f0\charscalex100 {ch}\fs18\cf0\f0\chars

calex100 { }\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {s induct}\fs18\cf0\f0\charscalex100 {ive}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {in}\fs18\cf0\f0\charscalex100 { nature}\fs18\cf0\f0\charscalex100 { (Edvardsson,}\fs18\cf0\f0\charscalex100 { 199}\fs18\cf0\f0\charscalex100 {2). Co nseq uently, this}\fs18\cf0\f0\charscalex100 { method}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {is}\fs18\cf0\f0\charscalex100 { espe }\fs18\cf0\f0\charscalex100 {cially us eful }\fs18\cf0\f0\charscalex100 {(}\fs18\cf0\f0\charscalex100 {a) when the t}\fs18\cf0\f0\charscalex100 {opic being researched}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {has}\fs18\cf0\f0\charscalex100 { been sp }\fs18\cf0\f0\charscalex100 {aringly docu mented (b) as an exp loratory}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { to }\fs18\cf0\f0\charscalex100 {inc}\fs18\cf0\f0\charscalex100 {re}\fs18\cf0\f0\charscalex100 {ase knowledge about a little-known}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {phenom}\fs18\cf0\f0\charscalex100 {eno}\fs18\cf0\f0\charscalex100 {n,}\fs18\cf0\f0\charscalex100 { or (c) w }\fs18\cf0\f0\charscalex100 {hen a throu gh understand ing is}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {needed}\fs18\cf0\f0\charscalex100 { when describi}\fs18\cf0\f0\charscalex100 {ng or explaining a ph}\fs18\cf0\f0\charscalex100 {en}\fs18\cf0\f0\charscalex100 {omenon}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {(Bit}\fs18\cf0\f0\charscalex100 {m}\fs18\cf0\f0\charscalex100 {er}\fs18\cf0\f0\charscalex100 { }{ }\fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 1990)}\fs18\cf0\f0\charscalex100 {. CIT can be particularly effective}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {when}\fs18\cf0\f0\charscalex100 { used }\fs18\cf0\f0\charscalex100 { in dev elopin g the c onceptua l structure (i.e.,}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {hypotheses)}\fs18\cf0\f0\charscalex100 { to be}\fs18\cf0\f0\charscalex100 { used and te}\fs18\cf0\f0\charscalex100 {sted in subsequent}\fs18\cf0\f0\charscalex100 { resear}\fs18\cf0\f0\charscalex100 {ch}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {(Walker}\fs18\cf0\f0\charscalex100 { and Truly,}\fs18\cf0\f0\charscalex100 { 1992).The CIT method does not}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {consist}\fs18\cf0\f0\charscalex100 { of a rigid}\fs18\cf0\f0\charscalex100 { set of}\fs18\cf0\f0\charscalex100 { principles to follow, but it can be}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {thought}\fs18\cf0\f0\charscalex100 { of as havi}\fs18\cf0\f0\charscalex100 {ng}\fs18\cf0\f0\charscalex100 { a rat}\fs18\cf0\f0\charscalex100 {her}\fs18\cf0\f0\charscalex100 { flexi}\fs18\cf0\f0\charscalex100 {ble set of rules that can}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {be}\fs18\cf0\f0\charscalex100 { modifi}\fs18\cf0\f0\charscalex100 {ed to meet the req}\fs18\cf0\f0\charscalex100 {uire}\fs18\cf0\f0\charscalex100 {ments of t}\fs18\cf0\f0\charscalex100 {he topic being}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {studi}\fs18\cf0\f0\charscalex100 {ed}\fs18\cf0\f0\charscalex100 { (Burns}{ }\fs18\cf0\f0\charscalex100\i {et}\i0 \fs18\cf0\f0\charscalex100\i { al.}\i0 \fs18\cf0\f0\charscalex100 {, 2000;}\fs18\cf0\f0\charscalex100 { Ho }\fs18\cf0\f0\charscalex100 {pkins on an d H ogarth-Scott}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {2001}\fs18\cf0\f0\charscalex100 {;}\fs18\cf0\f0\charscalex100 { Ne}\fs18\cf0\f0\charscalex100 {uhaus, 19 96); ind eed , the CIT meth od is}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {effect}\fs18\cf0\f0\charscalex100 {ive}\fs18\cf0\f0\charscalex100 { in}\fs18\cf0\f0\charscalex100 { studying phenomena for wh}\fs18\cf0\f0\charscalex100 {i}\fs18\cf0\f0\charscalex100 {ch it is ha }\fs18\cf0\f0\charscalex100 {rd to}\par\pard\li0\ri0\sl-226\slmult0 \*\tx3426\fs18\cf0\f0\charscalex100 {spec}\fs18\cf0\f0\charscalex100 {ify}\fs18\cf0\f0\charscalex100 { all variables as priori (de Ru }\fs18\cf0\f0\charscalex100 {yter}\tab \fs18\cf0\f0\charscalex100\i {et al}\i0 \fs18\cf0\f0\charscalex100 {., 1995).}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {Third,}\fs18\cf0\f0\charscalex100 { the C }\fs18\cf0\f0\charscalex100 {IT m ethod can b e use d to}\fs18\cf0\f0\charscalex100 { generat}\fs18\cf0\f0\charscalex100 {e an}\fs18\cf0\f0\charscalex100 { accu }\fs18\cf0\f0\charscalex100 {rate}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {and}\fs18\cf0\f0\charscalex100 { in-dep }\fs18\cf0\f0\charscalex100 {th reco rd of ev ents (G rove and F is}\fs18\cf0\f0\charscalex100 {k 19}\

fs18\cf0\f0\charscalex100 {97).It}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {can}\fs18\cf0\f0\charscalex100 { also pr}\fs18\cf0\f0\charscalex100 {ovide an}\fs18\cf0\f0\charscalex100 { empiri}\fs18\cf0\f0\charscalex100 {cal starting point}\fs18\cf0\f0\charscalex100 { for gener}\fs18\cf0\f0\charscalex100 {ating}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {new}\fs18\cf0\f0\charscalex100 { research evidence about the phenomenon o }\fs18\cf0\f0\charscalex100 {f interest}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {and,}\fs18\cf0\f0\charscalex100 { given i}\fs18\cf0\f0\charscalex100 {ts frequent usage in a content analytic fashion,}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {has}\fs18\cf0\f0\charscalex100 { the potential}\fs18\cf0\f0\charscalex100 { to be used as }\fs18\cf0\f0\charscalex100 {a }\fs18\cf0\f0\charscalex100 {companion rese}\fs18\cf0\f0\charscalex100 {arch}\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\f0\charscalex100 {method}\fs18\cf0\f0\charscalex100 { in}\fs18\cf0\f0\charscalex100 { mul}\fs18\cf0\f0\charscalex100 {ti metho }\fs18\cf0\f0\charscalex100 {d stud ies (K olbe a nd B urnett,}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {1991).}\fs18\cf0\f0\charscalex100 { Fou }\fs18\cf0\f0\charscalex100 {rth, t}\fs18\cf0\f0\charscalex100 {he CI}\fs18\cf0\f0\charscalex100 {T m}\fs18\cf0\f0\charscalex100 {ethod can pr}\fs18\cf0\f0\charscalex100 {ovide a rich set of}\par\pard\li0\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {data}\fs18\cf0\f0\charscalex100 { (Ga }\fs18\cf0\f0\charscalex100 {bbo tt and H ogg , 1996 ). CIT can b e ada pted e asily}\par\pard\li0\ri0\sl-226\slmult0 \*\tx1240\*\tx2066\*\tx2426\*\tx3533\fs18\cf0\f0\charscalex100 {to}\fs18\cf0\f0\charscalex100 { researc}\fs18\cf0\f0\charscalex100 {h}\tab \fs18\cf0\f0\charscalex100 {seeking}\tab \fs18\cf0\f0\charscalex100 {t}\fs18\cf0\f0\charscalex100 {o}\tab \fs18\cf0\f0\charscalex100 {understand}\tab \fs18\cf0\f0\charscalex100 {experien}\fs18\cf0\f0\charscalex100 {ce}\fs18\cf0\f0\charscalex100 {s}\par\pard\li0\ri0\sl-226\slmult0 \*\tx1506\*\tx2533\*\tx3240\*\tx3560\*\tx3986\fs18\cf0\f0\charscalex100 {encounter}\fs18\cf0\f0\charscalex100 {ed}\fs18\cf0\f0\charscalex100 { by}\tab \fs18\cf0\f0\charscalex100 {informants}\tab \fs18\cf0\f0\char