Please smile, the CCTV is running

This paper examines the use of closed-circuit television (CCTV) system notices in banks. This study was designed to measure the effect of the wording of CCTV notices on customer service quality expectations and purchase intent, while also considering the customer involvement as the moderating effect...

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Bibliographic Details
Published in:The Service industries journal 2011-05, Vol.31 (7), p.1075-1092
Main Authors: Liu, Tsung-Chi, Chen, Cheng-Feng
Format: Article
Language:English
Subjects:
Banks
Closed circuit television
closed-circuit television systems
Consumer behavior
Expectations
involvement
purchase intent
Quality of service
Security management
service quality expectations
Studies
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Summary:This paper examines the use of closed-circuit television (CCTV) system notices in banks. This study was designed to measure the effect of the wording of CCTV notices on customer service quality expectations and purchase intent, while also considering the customer involvement as the moderating effects. Results show that customers, in expectation of better service quality, may be more likely to purchase the service when moderately worded CCTV notices (i.e. 'please smile, the CCTV is running!') had been employed in the bank rather than when the negatively worded CCTV notices (i.e. 'Taping now! All your behaviour here is monitored by the CCTV system!') are deployed. These effects were stronger in low-involvement situations. Implications of the findings and the future research directions are also discussed.
ISSN:0264-2069
1743-9507
DOI:10.1080/02642060903108342