The Impact of Employee Empathy on Brand Trust in Organizational Complaint Response Emails: A Closer Look at Linguistic Realization

IF 3.1 3区 经济学 Q2 BUSINESS
Rebecca Van Herck, S. Decock, Bernard De Clerck, L. Hudders
{"title":"The Impact of Employee Empathy on Brand Trust in Organizational Complaint Response Emails: A Closer Look at Linguistic Realization","authors":"Rebecca Van Herck, S. Decock, Bernard De Clerck, L. Hudders","doi":"10.1177/23294884211032316","DOIUrl":null,"url":null,"abstract":"This study investigates the effect of linguistic realizations of employee empathy (LREE) on brand trust in email responses to customer complaints. We explore possible mediating effects of perceived empathy and perceived complaint handling quality and we look into moderation effects of compensation (Study 1) or customer’s acceptance of blame (Study 2). Our aim is to find out if LREE have a negative or positive impact on the customer in cases of partial refunds, either because LREE are being perceived as insincere or as genuine expressions of concern. The results of two experiments show that LREE positively influence brand trust through higher perceived empathy and perceived complaint handling quality. However, the expected negative effect is not found, as LREE are more effective in a low versus high compensation condition. The effectiveness itself is not influenced by the acceptance of blame when a partial refund is offered.","PeriodicalId":45593,"journal":{"name":"International Journal of Business Communication","volume":"60 1","pages":"1220 - 1266"},"PeriodicalIF":3.1000,"publicationDate":"2021-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/23294884211032316","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business Communication","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1177/23294884211032316","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 7

Abstract

This study investigates the effect of linguistic realizations of employee empathy (LREE) on brand trust in email responses to customer complaints. We explore possible mediating effects of perceived empathy and perceived complaint handling quality and we look into moderation effects of compensation (Study 1) or customer’s acceptance of blame (Study 2). Our aim is to find out if LREE have a negative or positive impact on the customer in cases of partial refunds, either because LREE are being perceived as insincere or as genuine expressions of concern. The results of two experiments show that LREE positively influence brand trust through higher perceived empathy and perceived complaint handling quality. However, the expected negative effect is not found, as LREE are more effective in a low versus high compensation condition. The effectiveness itself is not influenced by the acceptance of blame when a partial refund is offered.
组织投诉回复邮件中员工移情对品牌信任的影响:语言实现的进一步观察
本研究调查了员工移情的语言实现对客户投诉电子邮件回复中品牌信任的影响。我们探讨了感知移情和感知投诉处理质量的可能中介效应,并研究了补偿(研究1)或客户接受指责(研究2)的调节效应。我们的目的是了解在部分退款的情况下,LREE是否对客户产生了负面或积极的影响,要么是因为LREE被认为是不真诚的,要么是真正的担忧表达。两个实验的结果表明,LREE通过更高的感知移情和感知投诉处理质量正向影响品牌信任。然而,没有发现预期的负面影响,因为LREE在低补偿条件下比在高补偿条件下更有效。当提供部分退款时,有效性本身不受接受指责的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
7.70
自引率
14.30%
发文量
28
期刊介绍: The International Journal of Business Communication (IJBC) publishes manuscripts that contribute to knowledge and theory of business communication as a distinct, multifaceted field approached through the administrative disciplines, the liberal arts, and the social sciences. Accordingly, IJBC seeks manuscripts that address all areas of business communication including but not limited to business composition/technical writing, information systems, international business communication, management communication, and organizational and corporate communication. In addition, IJBC welcomes submissions concerning the role of written, verbal, nonverbal and electronic communication in the creation, maintenance, and performance of profit and not for profit business.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信