Aman Abid

Maintaining the dignity of the customer during service interactions has the potential to affect customer wellbeing and improve service quality. However, research exploring dignity in the commercial context is limited. We rectify this shortcoming in the literature by bringing together diverse perspectives on dignity to propose a concrete conceptualization of customer dignity. We rely on data collected from interviews with customers of Australian financial organizations to propose a definition of customer dignity and identify the various dimensions of customer dignity. Our research reveals seven dimensions of customer dignity. Theoretical and managerial implications are also highlighted.