Customer confidence: the development of a “pre‐experience” concept

Purpose The purpose of this paper is to better understand the concept of “confidence”, to assess its relationship with customer contact and to identify the dimensions and triggers of “confidence” in an important organisation with which many people may have only limited contact. Design/methodology/approach The research was commissioned by the Northamptonshire Police in the UK and was based on data collected through focus groups held in the area. The groups were split into individuals who had limited contact with the police and individuals who had traumatic dealings with the police (e.g. had been the victim of a serious crime). Findings The findings supported earlier research which suggested that there was a fall in confidence after contact with the police. The analysis of the discussions revealed four key dimensions of confidence (i.e. what made people feel confident). Several types of confidence triggers were also identified, over some of which the police have control, pre‐contact, during contact and post‐contact. Research limitations/implications The research focused on one public sector organisation using a small number of focus group interviews. Originality/value Organisations can influence, at least to some extent, consumer confidence before use. The research also questions whether some organisations should assess confidence rather than, or in addition to, satisfaction.