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In-store augmented reality experiences and its effect on consumer perceptions and behaviour 店内增强现实体验及其对消费者认知和行为的影响
IF 3.8 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-08 DOI: 10.1108/jsm-01-2024-0005
Rekha Attri, Subhadip Roy, S. Choudhary
PurposeThis study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour.Design/methodology/approachThe study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies. The data collected (n = 650) were subjected to exploratory and confirmatory factor analysis.FindingsMajor findings confirm a significant effect of vividness, novelty and interactivity on utilitarian and hedonic value perceptions of in-store AR experiences of customers in physical stores. Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance.Research limitations/implicationsThis study extends the stimulus–organism–response model’s application to AR in physical stores by integrating the impact of vividness, novelty and interaction on both utilitarian and hedonic values and revealing their significance in influencing purchase intentions and continuance.Practical implicationsMajor findings advise retailers to increase AR experience adoption in stores and illustrate the process through which purchase and continuance intentions may be influenced.Originality/valueThis is one of the few studies that explore the impact of AR on consumer attitudes and intentions in physical stores. In addition, the study explores the effect of AR tools as a process that passes through value perceptions and then affects the consumer.
目的本研究旨在探讨增强现实(AR)技术对消费者在实体店中的信息处理和价值感知的影响。具体来说,它研究了增强现实技术的生动性、新颖性和互动性如何塑造功利性和享乐性价值感知,以及如何影响消费者的购买和持续行为。对收集到的数据(n = 650)进行了探索性和确认性因素分析。研究结果主要研究结果证实,生动性、新颖性和互动性对实体店顾客店内 AR 体验的功利性和享乐性价值感知有显著影响。研究局限/意义本研究通过整合生动性、新颖性和互动性对功利价值和享乐价值的影响,揭示了它们在影响购买意向和持续性方面的重要性,从而扩展了刺激-组织-反应模型在实体店内 AR 体验中的应用。实践意义主要发现建议零售商在商店中增加 AR 体验的采用,并说明了影响购买和持续意向的过程。原创性/价值这是为数不多的探讨实体商店中 AR 对消费者态度和意向影响的研究之一。此外,该研究还探讨了 AR 工具的影响过程,即通过价值感知进而影响消费者的过程。
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引用次数: 0
Enhancing CSR and purchase intent in service recovery: investigating the interplay of prosocial compensation, hedonic and luxury purchases 增强服务回收中的企业社会责任和购买意向:调查亲社会补偿、享乐型购买和奢侈品购买的相互作用
IF 3.9 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-05 DOI: 10.1108/jsm-11-2023-0409
Sarah (Sa’arah) Alhouti, Kristina (Kris) Lindsey Hall, Thomas L. Baker

Purpose

As a company’s corporate social responsibility (CSR) image can protect from the backlash of a service failure, it is important to remind customers of the company’s CSR commitment when a service failure occurs. One novel mechanism for doing so is through a prosocial service recovery. However, explorations of such service recovery strategies are relatively unknown. Thus, this paper aims to examine how recoveries including prosocial elements compare to those only utilizing monetary compensation strategies and to explore boundary conditions for such effects.

Design/methodology/approach

This research utilizes an experimental design approach across three studies. Participants were recruited from Amazon’s Mechanical Turk.

Findings

This research demonstrates that a recovery including prosocial (vs only monetary) elements can positively impact purchase intent through the firms’ CSR perceptions. The authors show that the benefits of prosocial compensation are contingent on the motivation for visiting a company (e.g. hedonic vs utilitarian) as well as the degree to which the company is perceived as luxurious.

Originality/value

The series of studies provides important theoretical contributions to services marketers by advancing the understanding of novel recovery strategies and demonstrating when companies should initiate such strategies. Implications of the findings and directions for future research are explored.

目的 由于公司的企业社会责任(CSR)形象可以抵御服务失败带来的负面影响,因此在服务失败时提醒客户公司的企业社会责任承诺非常重要。一种新颖的机制就是通过亲社会服务恢复来做到这一点。然而,对这种服务恢复策略的探索却相对较少。因此,本文旨在研究包含亲社会元素的恢复与仅使用金钱补偿策略的恢复相比有何不同,并探讨这种效果的边界条件。研究结果本研究表明,包含亲社会因素(与仅使用金钱补偿相比)的补偿可以通过企业的企业社会责任感对购买意向产生积极影响。作者表明,亲社会补偿的益处取决于访问公司的动机(如享乐主义与功利主义)以及公司被视为豪华的程度。原创性/价值这一系列研究推进了对新型补偿策略的理解,并表明公司应在何时启动此类策略,从而为服务营销人员提供了重要的理论贡献。本研究还探讨了研究结果的意义和未来研究的方向。
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引用次数: 0
I can’t get satisfaction: examining the moderating role of service brand authenticity in the relationship of imperfect experiences and satisfaction 我无法获得满意:研究服务品牌真实性在不完美体验与满意度关系中的调节作用
IF 3.9 4区 管理学 Q2 BUSINESS Pub Date : 2024-08-02 DOI: 10.1108/jsm-11-2023-0415
Ioanna Anninou, Georgia Stavraki, Arne Floh

Purpose

This study aims to examine the moderating role of dimensions of brand authenticity (continuity, credibility, integrity and symbolism) in the relationship between evaluations of imperfect experiences and satisfaction within a service experience context. Building on prior research arguing for the subjective evaluation of service experiences as well as for the use of signals during dynamic experiences that build a shield to protect a brand, it assumes that service experiences range across a continuum of experiential perfection/imperfection.

Design/methodology/approach

Two Web-based surveys, one pilot (N = 231) and one main (N = 349) have been conducted. The survey methodology was complemented by a (moderated) structural equation modelling approach taken for the data analysis.

Findings

The findings indicate that imperfect experiences in a restaurant context have a negative influence on satisfaction. Brand continuity, credibility, integrity and symbolism authenticity weaken the negative relationship between imperfect experiences and satisfaction, but this effect seems to depend on the type of experiential imperfections.

Originality/value

The current study provides theoretical and preliminary empirical evidence explaining how dynamic interactions with customers can impact subsequent static experiences. The authors found that the strength of the relationship between imperfect experiential elements and satisfaction does not only depend on perceived brand authenticity and does not always weaken when brand authenticity is present.

目的 本研究旨在考察品牌真实性(连续性、可信度、完整性和象征性)在服务体验背景下对不完美体验的评价与满意度之间关系的调节作用。先前的研究认为,对服务体验进行主观评价以及在动态体验过程中使用信号来建立保护品牌的盾牌是有道理的,在此基础上,本研究假设服务体验的范围跨越了体验完美/不完美的连续统一体。调查结果研究结果表明,餐厅中不完美的体验会对满意度产生负面影响。品牌的连续性、可信度、完整性和象征意义的真实性削弱了不完美体验与满意度之间的负面关系,但这种影响似乎取决于体验不完美的类型。作者发现,不完美体验元素与满意度之间关系的强度不仅取决于感知到的品牌真实性,而且并不总是在品牌真实性存在时才会减弱。
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引用次数: 0
Investigating the role of metaverse influencers’ attributes for the next generation of services 研究元宇宙影响者属性对下一代服务的作用
IF 3.9 4区 管理学 Q2 BUSINESS Pub Date : 2024-07-26 DOI: 10.1108/jsm-09-2023-0320
Aman Kumar, Amit Shankar

Purpose

The purpose of this research is to identify the most important attributes of metaverse influencers and examine their impact on customer engagement and social glue.

Design/methodology/approach

Three studies (one qualitative and two quantitative) were conducted to understand the phenomenon better. The qualitative study (Study 1) was conducted to identify the antecedents of the theoretical model, which was tested in Study 2 using the covariance-based structural equation modelling (CB-SEM) technique. Study 3 then divided the respondents based on the metaverse influencer attribute preferences.

Findings

Results of Study 1 revealed the six most influential attributes of metaverse influencers: physical attractiveness, social attractiveness, perceived credibility, metaverse-influencer fit, intimacy and attitude homophily. Further, Study 2 validated that attractiveness and perceived credibility enhance engagement. Also, the results revealed that intimacy, perceived credibility and homophily enhance social glue. Moreover, parasocial relationships mediate the association between intimacy, attitude homophily, perceived credibility and (engagement and social glue). The conditional indirect effect of physical attractiveness, social attractiveness and metaverse–influencer fit on (engagement and social glue) via parasocial relationships at different high and low levels of self-discrepancy was significant. Finally, Study 3 used latent class analysis to reveal different clusters of metaverse users.

Originality/value

This research enriches our understanding of metaverse influencers, contributing to the influencer marketing literature. It offers actionable insights for marketers by elucidating key influencer attributes, aiding in enhancing engagement and social glue.

设计/方法/途径为了更好地理解这一现象,我们进行了三项研究(一项定性研究和两项定量研究)。定性研究(研究 1)旨在确定理论模型的前因,研究 2 则使用基于协方差的结构方程模型(CB-SEM)技术对该模型进行检验。研究 1 的结果显示了元海外影响者的六个最具影响力的属性:外貌吸引力、社交吸引力、感知可信度、元海外影响者契合度、亲和力和态度同质性。此外,研究 2 还验证了吸引力和感知可信度可提高参与度。研究结果还显示,亲和力、感知可信度和同质性会增强社交粘性。此外,寄生社会关系在亲密性、态度同质性、感知可信度和(参与度和社会粘合力)之间起到了中介作用。在不同的高低自我差异水平下,通过寄生社会关系,身体吸引力、社会吸引力和隐形影响者契合度对(参与度和社会粘合度)的条件间接影响是显著的。最后,研究 3 利用潜类分析揭示了元海外用户的不同集群。原创性/价值这项研究丰富了我们对元海外影响者的理解,为影响者营销文献做出了贡献。它通过阐明影响者的关键属性,为营销人员提供了可操作的见解,有助于提高参与度和社交粘性。
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引用次数: 0
Service-informed marketing reform 以服务为导向的营销改革
IF 3.8 4区 管理学 Q2 BUSINESS Pub Date : 2024-07-09 DOI: 10.1108/jsm-04-2024-0168
C. Grönroos
PurposeThis paper aims to develop an alternative perspective on marketing informed by service scholarship to resolve marketing’s challenges as a discipline and practice.Design/methodology/approachThis paper is conceptual and builds on the ongoing debate regarding marketing’s challenges and on service research to develop a new alternative marketing perspective and model, which could contribute to reforming marketing.FindingsAn analysis of the current understanding of marketing showed that the discipline’s myopic focus on activities, which disregards what marketing is as a phenomenon, is the primary reason for the prevailing problems and failure to reform marketing. Based on research into service logic (SL), the paper demonstrates that a higher level view of service can be characterized as the provision of help to the users of goods and services to ensure that these goods and services deliver meaningful assistance in their lives and work. This suggests that the ultimate objective for marketing is to make firms meaningful to the users of their goods and services.Research limitations/implicationsTo the best of the author’s knowledge, since this paper is the first to conceptually develop a perspective on marketing and a corresponding model informed by service scholarship, more conceptual and empirical research is necessary. Developing the new meaningfulness-based perspective and model for marketing brings a new approach to the process of resolving marketing’s current troubled situation.Practical implicationsThe meaningfulness approach to marketing enables customer-centered marketing strategies to be implemented. Such strategies include both demand-stimulating and demand-satisfying programs.Originality/valueTo the best of the author’s knowledge, this paper is the first to examine marketing’s troubled situation from a service research and SL perspective.
对当前市场营销理解的分析表明,该学科对活动的近视性关注,忽视了市场营销作为一种现象的本质,是普遍存在的问题和市场营销改革失败的主要原因。基于对服务逻辑(SL)的研究,该论文表明,从更高层次来看,服务的特点是为商品和服务的使用者提供帮助,以确保这些商品和服务能为他们的生活和工作提供有意义的帮助。据笔者所知,由于本文首次从概念上提出了市场营销的观点,并通过服务学术研究建立了相应的模型,因此有必要开展更多的概念和实证研究。开发基于 "有意义 "的新市场营销视角和模型,为解决市场营销目前的困境提供了一种新的方法。据作者所知,本文首次从服务研究和 SL 的角度探讨了市场营销的困境。
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引用次数: 0
Strategising for the circular economy through servitisation 通过服务化制定循环经济战略
IF 3.9 4区 管理学 Q2 BUSINESS Pub Date : 2024-06-28 DOI: 10.1108/jsm-10-2023-0395
Leanne Johnstone

Purpose

From a firm-centric perspective, this study aims to elaborate on the types of servitisation strategies that can support a firm’s circular ambitions by asking: What is the role of servitisation in narrowing, slowing and/or closing resource loops? And, how are resources and capabilities arranged to provide such strategic circular service offerings?

Design/methodology/approach

Drawing on the experiences of an international manufacturing company from a dynamic capabilities perspective, the study offers an analytical framework that goes inside the firm’s operationalisation of its service offerings to support circularity in terms of the strategic decisions made. This framework is later used to frame the findings.

Findings

The study highlights the case-specific feedback loops and capabilities needed to support circular transitions. Various resource and innovation strategies for circularity are combined along customer interfaces and in partnership with upstream actors. Yet, open innovation strategies are conditioned by physical distance to provide circular services in remote areas.

Research limitations/implications

The main contributions are empirical, analytical, conceptual and practical. The servitisation framework for circularity connects prior servitisation-circularity research and provides an analytical tool for framing future studies. The study also expands the definition of open innovation in that closed innovations for circularity can be achieved through “open” information exchange in knowledge networks, as well as provides advice for similar large manufacturing companies.

Originality/value

This study focuses on the strategic choices made by industrial firms for circular service provision and emphasises the environmental benefits from such choices, in addition to the economic and customer benefits covered in extant servitisation research.

目的从以企业为中心的角度出发,本研究旨在通过提出以下问题,详细阐述能够支持企业循环雄心的服务化战略类型:服务化在缩小、减缓和/或关闭资源循环方面的作用是什么?本研究从动态能力角度出发,借鉴了一家国际制造企业的经验,提供了一个分析框架,该框架深入企业内部,从战略决策的角度分析其服务产品的可操作性,以支持循环性。该研究强调了支持循环转型所需的特定反馈回路和能力。各种资源和创新战略沿着客户界面并通过与上游参与者的合作实现了循环性。然而,开放式创新战略受到物理距离的限制,无法在偏远地区提供循环服务。循环服务化框架将先前的服务化-循环研究联系起来,并为今后的研究提供了分析工具。本研究还扩展了开放式创新的定义,即通过知识网络中的 "开放式 "信息交流,可以实现循环性的封闭式创新,并为类似的大型制造企业提供了建议。 原创性/价值本研究重点关注工业企业在提供循环服务方面做出的战略选择,并强调了这种选择带来的环境效益,以及现有服务化研究中涉及的经济效益和客户效益。
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引用次数: 0
Editorial: Stop saying “vulnerable consumers/customers”! 社论:不要再说 "弱势消费者/客户 "了!
IF 3.9 4区 管理学 Q1 Business, Management and Accounting Pub Date : 2024-06-11 DOI: 10.1108/jsm-04-2024-0190
Rebekah Russell–Bennett, R. Bedggood, Maria M. Raciti
PurposeThe purpose of this editorial is to call out the practice of using identity-first language and labelling consumers and customers, describing them as “vulnerable” and offers practical strategies for person-first language of consumers/customers experiencing vulnerability.Design/methodology/approachThe authors use Australian Indigenous and Indigenous women’s standpoint theory to reflect on their own use of terminology in the field of consumer/customer vulnerability and use their personal experiences to offer a series of practical strategies.FindingsThe authors propose six motivations for the use of person-first language in the field of consumer/customer vulnerability: easy to use, an English language convention, common practice, easy to measure, unintentional ignorance and an “us vs them” mindset.Originality/valueTo the best of the authors’ knowledge, this paper is the first to call out the practice of using identity-first language in the consumer/customer vulnerability field and offer practical strategies to enable person-first language.
本社论的目的是揭露使用身份优先语言、给消费者和客户贴标签、将他们描述为 "弱势 "的做法,并为经历弱势的消费者/客户提供以人为本的实用策略。设计/方法/途径作者使用澳大利亚土著和土著妇女的立场理论来反思自己在消费者/客户弱势领域使用术语的情况,并利用自己的个人经验提供了一系列实用策略。研究结果作者提出了在消费者/客户脆弱性领域使用人称优先语言的六个动机:易于使用、英语语言惯例、常见做法、易于衡量、无意中的无知以及 "我们与他们 "的心态。 原创性/价值据作者所知,本文是第一篇呼吁在消费者/客户脆弱性领域使用身份优先语言的文章,并提供了启用人称优先语言的实用策略。
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引用次数: 0
Determinants of disengagement and negative customer engagement behaviour: expectancy disconfirmation and justice perspectives 客户不参与和消极参与行为的决定因素:预期不确认和公正视角
IF 3.9 4区 管理学 Q1 Business, Management and Accounting Pub Date : 2024-06-10 DOI: 10.1108/jsm-07-2023-0259
Diem Khac Xuan Do, Jana Lay-Hwa Bowden
PurposeThis study aims to identify the determinants of customer disengagement (CD) and negative customer engagement (NCE) behaviours following service failure.Design/methodology/approachThis study distributed a survey on negative service experiences to 404 customers in Vietnam and analysed the data using structural equation modelling.FindingsBased on the findings, this paper developed a comprehensive model of the determinants of CD and NCE behaviours. CD manifests as “neglect”, while NCE manifests as vindictive, third-party and online complaints and negative word of mouth. The key drivers of CD and NCE are negative expectancy disconfirmation and perceived injustice, mediated by customer outrage. A novel finding is that self-efficacy and risk-taking traits enhance NCE behaviours. Vietnamese customers tend to adopt less confrontational NCE behaviours.Practical implicationsThe findings provide brand managers with insights into unfavourable customer responses to service failure, including CD and NCE behaviours. Customers in Vietnam were predominantly found to disengage. Fulfilling the firm’s promises and treating customers fairly are paramount for preventing customer outrage, CD and NCE.Originality/valueThis study identifies the determinants of CD and NCE, namely, disconfirmation of service quality expectations and perceived injustice, in the context of an emerging market.
设计/方法/途径本研究向越南的 404 名客户发放了一份关于负面服务体验的调查问卷,并使用结构方程模型对数据进行了分析。研究结果根据研究结果,本文建立了一个全面的 CD 和 NCE 行为决定因素模型。CD 表现为 "忽视",而 NCE 表现为报复、第三方和在线投诉以及负面口碑。顾客满意行为和顾客不满意行为的主要驱动因素是负面预期不确定和感知到的不公正,并以顾客的愤怒为中介。一个新的发现是,自我效能感和冒险特质会增强 NCE 行为。研究结果为品牌管理者提供了洞察顾客对服务失败的不利反应(包括 CD 和 NCE 行为)的方法。研究发现,越南的顾客主要表现为 "脱离"。在新兴市场背景下,履行公司承诺和公平对待客户对于防止客户愤怒、CD 和 NCE 至关重要。
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引用次数: 0
Exploring the role of the service provider in sharing economy services 探讨服务提供商在共享经济服务中的作用
IF 3.9 4区 管理学 Q1 Business, Management and Accounting Pub Date : 2024-05-27 DOI: 10.1108/jsm-05-2023-0171
Saeed Zal, Lin Guo, Chuanyi Tang, Junzhou Zhang
PurposeThis paper aims to investigate the role of the service provider in determining customer satisfaction in sharing economy services. The authors sought to examine how the intrinsic and extrinsic cues along with their interactions influence customer satisfaction.Design/methodology/approachThis research uses a mixed-methods design to test the hypotheses. Study 1 uses secondary data from Inside Airbnb. Study 2 uses a 2 × 2 × 2 between-subject experimental design.FindingsBoth studies support the confirmation bias perspective over the expectancy-confirmation perspective in explaining the interplay among different cues in determining customer satisfaction. In the context of Airbnb, in the absence of a Superhost badge, if hosts adopt a reactive communication style, physical presence has a greater impact on customer satisfaction compared to virtual presence.Originality/valueThis study extends the services marketing literature and cue utilization theory by investigating the dynamic interactions among multiple intrinsic and extrinsic service cues. It shed new light on how a combination of these cues may become additive or redundant in determining customer satisfaction. This study contributes to the services marketing literature by addressing the interactive nature of sharing economy services and the neglected role of service providers.
目的本文旨在研究在共享经济服务中,服务提供商在决定客户满意度方面所起的作用。作者试图研究内在和外在线索及其相互作用如何影响顾客满意度。设计/方法/途径本研究采用混合方法设计来检验假设。研究 1 使用来自 Inside Airbnb 的二手数据。研究结果在解释决定顾客满意度的不同线索之间的相互作用时,两项研究都支持确认偏差观点,而不是期望-确认观点。在 Airbnb 的背景下,在没有超级房东徽章的情况下,如果房东采用反应式沟通方式,那么与虚拟存在相比,实体存在对顾客满意度的影响更大。它揭示了这些线索的组合在决定顾客满意度时是相加还是相减的新问题。本研究通过探讨共享经济服务的互动性质和被忽视的服务提供商角色,为服务营销文献做出了贡献。
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引用次数: 0
Understanding Muslim frontline employees’ perceived religious discrimination and emotional exhaustion 了解穆斯林一线员工感知到的宗教歧视和情感疲惫
IF 3.9 4区 管理学 Q1 Business, Management and Accounting Pub Date : 2024-05-27 DOI: 10.1108/jsm-08-2023-0312
W. Chaouali, M. Haddoud, Mohamed Mousa, A. Elbaz, Narjess Aloui, Fawzi Dekhil
PurposeThis study aims to investigate the impact of perceived subtle and overt discrimination on employees’ emotional exhaustion, along with potential mitigating factors such as social support, organizational inclusion and religiosity.Design/methodology/approachThe research is based on a sample of 359 Muslim employees working in US restaurants. The data are analyzed using fuzzy-set Qualitative Comparative Techniques.FindingsThe results reveal that high/low emotional exhaustion in tourism and hospitality sector is triggered by multiple combinations of high/low levels of subtle and overt discrimination, family and friends support and religiosity. Such findings hold important implications to both theory and practice.Research limitations/implicationsBy using fuzzy-set Qualitative Comparative Analysis, this research stands out from studies on discrimination that use conventional statistical methods. It proposes several solutions leading to a single outcome (high/low emotional exhaustion). This new approach contributes to the advancement of theory in this context.Practical implicationsThis study shows that there is no single best solution for high/low emotional exhaustion. Stated differently, multiple solutions provide several ways for firms to mitigate employees’ emotional exhaustion.Originality/valueReligious discrimination in workplaces is increasing at an alarming rate, particularly in customer facing roles, such as the tourism and hospitality industry. This is having detrimental effects on employees from minority groups, often leading to excessive levels of emotional exhaustion. Nonetheless, the extant literature has somewhat understated the consequences of this issue, creating a void that needs to be fulfilled. This study addresses this gap.
目的本研究旨在调查感知到的微妙和明显歧视对员工情绪衰竭的影响,以及潜在的缓解因素,如社会支持、组织包容和宗教信仰。研究结果研究结果表明,旅游业和酒店业的高/低情绪衰竭是由高/低程度的微妙和公开歧视、家人和朋友的支持以及宗教信仰等多种因素共同引发的。通过使用模糊集定性比较分析法,本研究从使用传统统计方法的歧视研究中脱颖而出。它提出了导致单一结果(高/低情绪耗竭)的几种解决方案。本研究表明,高/低情绪耗竭并不存在单一的最佳解决方案。原创性/价值工作场所中的宗教歧视正以惊人的速度增加,尤其是在旅游业和酒店业等面向客户的岗位上。这对来自少数群体的员工产生了不利影响,往往导致过度的情感衰竭。然而,现有文献在一定程度上低估了这一问题的后果,造成了需要填补的空白。本研究正是为了填补这一空白。
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引用次数: 0
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Journal of Services Marketing
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