Journal of Service Theory and Practice最新文献

{"title":"Does employee intervention encourage or discourage the spread of dysfunctional customer behavior?","authors":"Yu-Shan (Sandy) Huang, Ruping Liu","doi":"10.1108/jstp-02-2024-0053","DOIUrl":"https://doi.org/10.1108/jstp-02-2024-0053","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Dysfunctional customer behavior (DCB) is costly and problematic for organizations. This research seeks to understand how DCB spreads and how businesses can effectively deal with it through employee intervention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research conducted a survey study and an experimental study to examine the proposed model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Through two studies, we discovered that when an employee intervenes to stop DCB and is perceived as having high coping ability, observing customers learn from the employee’s action, resulting in reduced empathy toward the dysfunctional customer and diminished intentions to engage in DCB. Conversely, if they perceive the employee as having low coping ability, the intervention backfires, enhancing the observers’ empathy toward the dysfunctional customer and consequently leading them to engage in more DCB.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research unveils an additional mechanism that explains the spread of DCB. It also contributes to the employee intervention literature by shedding light on when employee intervention can backfire. Further, our application of social learning theory along with the person-situation interaction literature offers a fresh perspective in explaining service exchanges.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142247550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Determinants of customer buying behaviour in omnichannel retailing: a systematic literature review and future research directions","authors":"Ajai Pal Sharma, Slađana (Sladjana) Starčević (Starcevic), Raiswa Saha","doi":"10.1108/jstp-07-2023-0213","DOIUrl":"https://doi.org/10.1108/jstp-07-2023-0213","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;Advances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers have explored different facets of omnichannel, but only a few have thoroughly explored the literature on showrooming and webrooming simultaneously. This paper aims to identify the key groups of antecedents influencing customer buying behaviour in omnichannel, under the influence of digital technologies, with a particular focus on showrooming and webrooming.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;Our study conducted a systematic literature review to identify the factors influencing customers’ buying behaviour in omnichannel, which have been the subject of academic discussion over the last decade. We finalized 149 articles for the thematic analysis and identified three groups of antecedents: channel-related, product-related and consumer-related with their subgroups.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;Under channel-related antecedents, cost and perceived benefits, search convenience, need for interaction and situational circumstances have been identified as major attributes. The expressiveness of the product, product demonstration and search and experienced products have been identified under product-related antecedents, followed by price consciousness, past experiences, perceived risks and shopping motivations as leading attributes under consumer-related antecedents. The study revealed the multifaceted influence of digital technologies on omnichannel buying behaviour. Digital technologies are shaping the antecedents related to channels, products and consumers. Digital technologies simultaneously mediate between antecedents and the selection of a specific path within an omnichannel environment. Showrooming and webrooming should no longer be seen as general concepts. The rise of digital technologies has led to the development of new consumer journey patterns and the blurring of distinctions between showrooming and webrooming. A conceptual framework has been proposed to understand consumers' omnichannel behaviour, having considered the identified antecedents and the role of digital technologies.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;This study advances the academic understanding of consumer behaviour in omnichannel under the influence of digital technologies and provides important implications for omnichannel management. With the advancement of digital technologies such as augmented reality and virtual reality, retailers should implement channel integration strategies to bridge the gap between online and offline channels, providing a memorable shopping experience for omnichannel customers.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Originality/value&lt;/h3&gt;\u0000&lt;p&gt;This study is unique because it identifies and analyses the antecedents of consumer behaviour in omnichannel settings under the influence of d","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142211058","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unlocking emotional labor: how organizational control systems shape frontline service employees’ emotional labor","authors":"Won-Moo Hur, Hyewon Park, June-ho Chung","doi":"10.1108/jstp-12-2023-0322","DOIUrl":"https://doi.org/10.1108/jstp-12-2023-0322","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigates how organizational control systems induce emotional labor in frontline service employees (FLEs). Drawing on the stimulus–organism–response (S-O-R) theory, we hypothesized that two control systems, an outcome-based control system (OBCS) and a behavior-based control system (BBCS), trigger work engagement rather than organizational dehumanization in FLEs, leading them to choose deep acting rather than surface acting as an emotional labor strategy.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study employed three-wave online surveys conducted 3–4 months apart to assess the time-lagged effects of S-O-R. We measured OBCS, BBCS (stimuli) and control variables at Time 1 (T1); work engagement and organizational dehumanization (organisms) at Time 2 (T2) and emotional labor strategies (responses) at Time 3 (T3). A total of 218 employees completed the T1, T2 and T3 surveys.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>OBCS increased work engagement, leading to increased deep acting. BBCS enhanced organizational dehumanization, leading to increased surface acting. <em>Post-hoc</em> analysis confirmed that the indirect effect of OBCS on deep acting through work engagement and the mediation effect of BBCS on surface acting through organizational dehumanization were statistically significant.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study collected three-wave data to reveal how organizational control systems affect FLEs’ emotional labor in the S-O-R framework. It illustrated how organizations induce FLEs to perform effective emotional strategies by investigating the effects of organizational control systems on their internal states.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142211090","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The edifying body: the role of embodied practices in the social production of servicescapes","authors":"Athinodoros Chronis","doi":"10.1108/jstp-09-2023-0259","DOIUrl":"https://doi.org/10.1108/jstp-09-2023-0259","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This research aims to explore and theorize the role of embodied practices – orchestrated by service providers – in the social production of servicescapes. It is claimed that the social character of the servicescape is shaped not only by narratives and materialities but also through the body. Bodily physical behaviors like physical movements in space, gestures, facial expressions, postures and tactile engagements with the surrounding materiality constitute a body language that conveys information and expresses meanings. In this kinetic capacity, the body becomes a building agent in the social constitution of the servicescape. As the author empirically demonstrates in the context of city tourism with diverse experiential opportunities, it is due to the body’s discriminatory orientation, walking, looking, pointing and acting in selective ways that the city emerges as a servicescape of particular kind.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Market-oriented ethnography was conducted in Saint Petersburg, Russia, where the author observed the guiding practices of tour guides leading international tourists during two-day city excursions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This research identifies and unpacks three clusters of embodied practices deployed by service providers as they guide customers at the servicescape: spatializing, emplacing and regulating. The role of the body and its association with narratives and materialities is identified in each cluster.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>A number of embodied practices are provided for use by contact employees as they guide customers in the servicescape. Specific guidelines are also offered to service providers for the strategic employment of body language, their training is navigational skills and the coordination of body, narratives and materialities.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study extends current materialistic and communicative approaches on the construction of servicescapes by claiming that the servicescape in not only a physical and narrative construction but something that is also configured through the body; provides three clusters of embodied practices deployed by service providers; theorizes the intertwined nature of narratives, materiality and the body; defines servicescapes as dynamic socio-spatial entities emerging from the constant {narrative-material-body} arrangements orchestrated by service providers; and sheds light on the mediating role of the body in the social production of servicescapes.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142211123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Occupational stress as a mediator between organisational intelligence traits and digital government service quality: a triangulation design approach","authors":"Subashini Ramakrishnan, Dilip S. Mutum, Myint Moe Chit, Meng Seng Wong","doi":"10.1108/jstp-02-2023-0041","DOIUrl":"https://doi.org/10.1108/jstp-02-2023-0041","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to examine the mediating role of occupational stress in addressing the missing link between organisational intelligence (OI) traits and digital government service quality and propose relevant strategies in sustaining the digital government service quality whilst enhancing the psychological well-being of the service providers.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper utilises a triangulation design approach to interpret the findings of the study and propose pertinent strategies. Firstly, we examined the mediating role of occupational stress in addressing the link between OI traits, and digital government service quality. Next, we examined the priority factors of OI traits and occupational stress to sustain the quality of digital government services via the Importance-Performance Map Analysis (IPMA). These findings were cross-examined with the code’s percentage generated from participants’ open-ended survey feedback on aspects that requires improvement in sustaining service quality.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>In principle, occupational stress mediates the relationship between OI traits at the third-order component level and digital service quality. Analysis at the lower component level shows that the mediation effect of occupational stress is only significant in the presence of employee-oriented OI traits and “Alignment and Congruence”. Accordingly, the IPMA exhibited the importance of “Job engagement”, “Alignment and Congruence” and “Occupational Stress” in sustaining service quality. Conversely, code’s percentage analysis demonstrated the role of other insignificant traits such as “Leadership” and Appetite for Change and Knowledge Deployment’ in ensuring the sustainability of digital service quality.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By integrating the Organisational Model of Stress with Public Service-Dominant Logic, this paper rejuvenates the stressors utilised in a traditional work setup and widens the perspective of individual job performance to organisational level performance, to reflect the context of today’s public service delivery. We triangulated the outcome from mediation analysis, IPMA as well as open-ended feedback analysis and propose prioritisation on the aspects of “Employee-oriented traits”, “Psychological Well-being”, “Alignment and Congruence”, “Leadership” and “Appetite for Change and Knowledge Deployment” aspects for sustaining digital government service quality. Considering the significance of occupational stress in sustaining service quality in both quantitative and qualitative analysis, this paper also takes the approach of proposing a stress intervention program at the individual and organisational levels to manage the psychological well-being of the service providers.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141741159","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ChatGPT and service: opportunities, challenges, and research directions","authors":"Marianna Sigala, Keng-Boon Ooi, Garry Wei-Han Tan, Eugene Cheng-Xi Aw, Tat-Huei Cham, Yogesh K. Dwivedi, Werner H. Kunz, Kate Letheren, Anubhav Mishra, Rebekah Russell-Bennett, Jochen Wirtz","doi":"10.1108/jstp-11-2023-0292","DOIUrl":"https://doi.org/10.1108/jstp-11-2023-0292","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological advances. Given its potential and significance, five major areas whereby ChatGPT has great potential in services management are identified and discussed in terms of opportunities, challenges and research agendas: service marketing, customer experience, digital services, cost-effective service excellence, and ethical and corporate digital responsibility.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>By adopting an expert-oriented perspective approach, the study leverages the expertise of 11 knowledgeable contributors from the fields of service and information systems to foresee the implications of ChatGPT in services. The article comprehensively examines the current body of literature and practices in ChatGPT and services and proposes a forward-thinking research agenda for service scholars and practitioners.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The contributors recognize that ChatGPT has the potential to transform service offerings significantly, enrich customer experiences, optimize service costs, and contribute to societal advantages through improved digital services. However, they also acknowledge the disruption ChatGPT may cause to traditional service practices, including the potential loss of human touch in services, challenges to privacy and security, and the potential negative outcomes affecting service consumers and employees in terms of inequality, biases, and misuse of ChatGPT.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This article introduces a groundbreaking investigation into the use of ChatGPT in services management. The originality is demonstrated by examining the potential and obstacles to applying ChatGPT in different service domains. In addition, this research serves as a guiding light for subsequent studies by suggesting an in-depth research agenda, including understanding the design and optimization of ChatGPT in the customer service journey, the role of ChatGPT in assisting service organizations to promote responsible services, and implications of ChatGPT on service stakeholders.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141741160","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Employee performance under tension: the influence of employee creativity, paradox mindset, and psychological empowerment","authors":"Liem Viet Ngo, Duc Anh La, Jiraporn Surachartkumtonkun, Thu Ha Nguyen, Duc Thanh Vo, Minh-Thu Thi Phan","doi":"10.1108/jstp-06-2023-0190","DOIUrl":"https://doi.org/10.1108/jstp-06-2023-0190","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Frontline employees frequently experience tension at work. Based on paradox theory, this study investigates why and when tension can result in positive performance outcomes and for whom tension can enhance creativity.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We employed a time-lagged survey design to collect data in two waves with a four-week interval between waves. The questionnaire was distributed to frontline employees (i.e. doctors and nurses) serving in one public hospital in Ho Chi Minh City. The final sample included 216 front-line employees.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study found that tension can promote employee performance through creativity. Employees with high paradox mindset levels especially tend to be more creative when experiencing tension. However, our findings did not support the idea that frontline employees who have been psychologically empowered tend to turn creative ideas into real practices and result in better employee performance.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study advanced knowledge of the effect tension has on employee performance by investigating the mechanism through which experiencing tension can ultimately promote employee performance.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141614015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The quest for delightful experiences and profitable enterprises: how customer delight impacts financial performance","authors":"Edwin Torres, Murat Kizildag, Jongwon Lee","doi":"10.1108/jstp-04-2023-0112","DOIUrl":"https://doi.org/10.1108/jstp-04-2023-0112","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The present research sought to analyze the effects of customer delight on both internal and external financial structures of publicly traded, service firms.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Primary (i.e. survey) and secondary (i.e. financial records) data sources were gathered. A total of 685 participants responded to one questionnaire focusing on hotels and another one focused on restaurants, both of which measured levels of customer delight and satisfaction. Financial data were gathered from Center for Research in Security Prices, CRSP/COMPUSTAT.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results of MANOVA revealed that there was a significant difference in the net profit margin (NPM) based on customer delight. Canonical correlation results exposed a significant correlation between satisfaction and delight combined and the financial performance measures (net profit margin, cash flow margin, return on assets and b-beta) combined.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>By delighting their customers, managers will achieve higher profit margins. However, these are not likely to result in improved cash flow margin or return on assets. The effects of COVID-19 can alter yearly returns; thus, longitudinal research is needed to continue testing for the effects on delight on financial performance.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The relationship between delight and financial measures had not been previously determined (notwithstanding a few studies using substitute measures for financial performance). The present study uses actual data from the financial filings to empirically test their relationship to customer delight.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141546442","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"When and why does customization reduce booking cancellations? Field evidence from two hotels","authors":"Frank Mathmann, Di Wang, Jesse Elias Christian","doi":"10.1108/jstp-11-2023-0302","DOIUrl":"https://doi.org/10.1108/jstp-11-2023-0302","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study employs S-D Logic to examine the hotel booking behaviors of individuals, with a focus on the impact of service customization on service cancellation. Additionally, the moderating role of social co-creation is explored to provide further insight.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The paper draws on booking data from two hotels: a resort hotel with 40,060 recorded bookings, including 11,122 cancellations, and bookings from a city hotel with 79,330 bookings, including 33,102 cancellations.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The result reveals that bookings with higher levels of initial customization, such as special requests, are more likely to be modified later and less likely to be canceled. Interestingly, while multi-adult bookings were found to have a higher cancellation rate than individual bookings, the effects of customization commitment were more pronounced for multi-adult bookings.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper is the first to establish a connection between service customization, the number of adults on a booking and the likelihood of cancellation, thus providing new empirical evidence for the emergence of customization effects in services. Additionally, the study identifies important contingencies based on the number of consumers in a booking.</p><!--/ Abstract__block -->","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141194573","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brand avatar present or absent? Investigate brand avatar and consumer forgiveness in public apology","authors":"Xueying Wang, Yuexian Zhang","doi":"10.1108/jstp-10-2023-0280","DOIUrl":"https://doi.org/10.1108/jstp-10-2023-0280","url":null,"abstract":"PurposeThe rising occurrence of digitally driven public consumer complaints has made it necessary for enterprises to obtain consumer forgiveness. However, existing research has provided little understanding regarding how to obtain consumer forgiveness effectively. Thus, the present study examined how brand avatars can improve consumer forgiveness in the context of public apology.Design/methodology/approachThis study tested the mechanism of a brand avatar on consumer forgiveness using three studies. Specifically, we explored the direct and mediating effect of empathy toward a brand (Study 1); we identified the moderating mediating effect of humorous responses (Study 2) and product type (Study 3). Data for these studies were collected on Credamo. We analyzed the data using SPSS (26.0) for the primary analysis and PROCESS (3.5) for the mediating and moderating mediating analysis.FindingsThe results indicate that brand avatars enhance consumer forgiveness. Moreover, empathy toward a brand plays a mediating role in the effect of brand avatars on consumer forgiveness. Additionally, when a humorous response is present, a brand avatar can enhance customer forgiveness through empathy toward that brand. Compared to utilitarian products, hedonic products can also increase the impact of a brand avatar on empathy toward the brand, thus enhancing consumers' forgiveness.Originality/valueFrom the perspective of emotion, this study explored the impact of brand avatars on consumer forgiveness via empathy toward a brand. It augments the research on brand avatars and consumer forgiveness. The study also verified the moderating mediating effect of humor response and product type while expanding the brand avatar research boundary.","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.6,"publicationDate":"2024-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140965924","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}