Can authentic handwriting enhance customer extra-role behavior? A three-condition comparison framework

In P2P accommodation, service providers frequently use messages to communicate with customers or request assistance. This study develops a two-stage mediation model that reflects the dual attributes of handwriting. This study uses a mixed-method approach and multi-source data. By comparing three message types, it shows that authentic handwriting outperforms printed and printed-handwritten typefaces in eliciting customer extra-role behavior. The study also uncovers the distinct mechanisms of handwriting’s dual attributes and the psychological process through which they work jointly. Moreover, the effect of handwriting is amplified when the message is written in a vivid (vs. serious) style and remains significant in other off-site service scenarios. However, this effect disappears when others, either fellow customers or service staff, are present. Overall, this research introduces a novel and effective strategy for encouraging customer extra-role behaviors, thereby helping service providers reduce their operational burden.