顾客感激之情的表达与 FLEs 的亲社会行为:从愉悦的顾客那里获得的启示

IF 3.8 4区 管理学 Q2 BUSINESS Journal of Services Marketing Pub Date : 2024-08-22 DOI:10.1108/jsm-03-2024-0105
Michel Tremblay
{"title":"顾客感激之情的表达与 FLEs 的亲社会行为:从愉悦的顾客那里获得的启示","authors":"Michel Tremblay","doi":"10.1108/jsm-03-2024-0105","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to investigate the impact of customers’ delight on the likelihood of frontline employees (FLEs) receiving expressions of gratitude from customers, as well as the subsequent effects on their customer-focused and coworker-focused behaviors. Additionally, it examines how customer orientation moderates the relationship between FLE’s likelihood of receiving customer gratitude expressions and their performance behaviors.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The study used a sample from a Canadian retailer specializing in the sale of artistic and creative materials for artists, crafters and hobbyists. Longitudinal data was collected through a survey administered to frontline employees, unit managers and customers, spanning 7 assessment waves over a 12-month period. In total, the data set comprised 1,609 individual observations and 3,533 customers nested within 35 business units. The hypotheses were tested by using a multilevel longitudinal modeling approach.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>This research has yielded important insights. First, significant relationships emerged between enhanced customers’ delight and an increased likelihood of FLEs receiving expressions of gratitude from customers. Second, gratitude expressions received from customers were found to be positively associated with prosocial behaviors toward both customers and coworkers. Third, the findings indicate that the impact of receiving customer gratitude expressions on FLEs’ performance behaviors is more pronounced for employees with a high level of customer orientation.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>This study highlights the importance of investing in relationship-building strategies aimed at enhancing customers’ delight. This can motivate customers to express their gratitude toward service employees and to elicit higher prosocial behaviors from employees.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study offers theoretical insights into gratitude, customer behaviors and employee performance in the retail industry. A pivotal contribution of this study to marketing literature lies in its paradigm shift, redirecting attention from the traditional examination of firm-customer relationships to a nuanced exploration of customer–employee relationships.</p><!--/ Abstract__block -->","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Customer gratitude expressions and FLEs’ prosocial behavior: insights from delighted customers\",\"authors\":\"Michel Tremblay\",\"doi\":\"10.1108/jsm-03-2024-0105\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to investigate the impact of customers’ delight on the likelihood of frontline employees (FLEs) receiving expressions of gratitude from customers, as well as the subsequent effects on their customer-focused and coworker-focused behaviors. Additionally, it examines how customer orientation moderates the relationship between FLE’s likelihood of receiving customer gratitude expressions and their performance behaviors.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The study used a sample from a Canadian retailer specializing in the sale of artistic and creative materials for artists, crafters and hobbyists. Longitudinal data was collected through a survey administered to frontline employees, unit managers and customers, spanning 7 assessment waves over a 12-month period. In total, the data set comprised 1,609 individual observations and 3,533 customers nested within 35 business units. The hypotheses were tested by using a multilevel longitudinal modeling approach.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>This research has yielded important insights. First, significant relationships emerged between enhanced customers’ delight and an increased likelihood of FLEs receiving expressions of gratitude from customers. Second, gratitude expressions received from customers were found to be positively associated with prosocial behaviors toward both customers and coworkers. Third, the findings indicate that the impact of receiving customer gratitude expressions on FLEs’ performance behaviors is more pronounced for employees with a high level of customer orientation.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>This study highlights the importance of investing in relationship-building strategies aimed at enhancing customers’ delight. This can motivate customers to express their gratitude toward service employees and to elicit higher prosocial behaviors from employees.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This study offers theoretical insights into gratitude, customer behaviors and employee performance in the retail industry. A pivotal contribution of this study to marketing literature lies in its paradigm shift, redirecting attention from the traditional examination of firm-customer relationships to a nuanced exploration of customer–employee relationships.</p><!--/ Abstract__block -->\",\"PeriodicalId\":48294,\"journal\":{\"name\":\"Journal of Services Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.8000,\"publicationDate\":\"2024-08-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Services Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jsm-03-2024-0105\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-03-2024-0105","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

目的 本研究旨在探讨顾客的愉悦感对一线员工(FLEs)接受顾客表达感激之情的可能性的影响,以及随后对他们以顾客为中心的行为和以同事为中心的行为的影响。此外,本研究还探讨了顾客导向如何调节一线员工接受顾客感激表达的可能性与他们的绩效行为之间的关系。 研究使用的样本来自加拿大一家专门为艺术家、手工艺者和业余爱好者销售艺术和创意材料的零售商。纵向数据是通过对一线员工、部门经理和顾客进行调查收集的,在 12 个月内共进行了 7 次评估。数据集共包括 1,609 个观察对象和 3533 个客户,嵌套在 35 个业务单元中。我们采用多层次纵向建模方法对假设进行了检验。首先,客户满意度的提高与 FLEs 收到客户表达的感激之情的可能性增加之间存在重要关系。其次,从顾客那里获得的感激表达与对顾客和同事的亲社会行为呈正相关。第三,研究结果表明,对于具有较高客户导向水平的员工来说,接受客户表达的感激之情对 FLEs 表现行为的影响更为明显。本研究为零售业中的感恩、顾客行为和员工绩效提供了理论见解。本研究对市场营销文献的重要贡献在于其范式的转变,它将人们的注意力从传统的企业与客户关系的研究转向了对客户与员工关系的细致入微的探索。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Customer gratitude expressions and FLEs’ prosocial behavior: insights from delighted customers

Purpose

This study aims to investigate the impact of customers’ delight on the likelihood of frontline employees (FLEs) receiving expressions of gratitude from customers, as well as the subsequent effects on their customer-focused and coworker-focused behaviors. Additionally, it examines how customer orientation moderates the relationship between FLE’s likelihood of receiving customer gratitude expressions and their performance behaviors.

Design/methodology/approach

The study used a sample from a Canadian retailer specializing in the sale of artistic and creative materials for artists, crafters and hobbyists. Longitudinal data was collected through a survey administered to frontline employees, unit managers and customers, spanning 7 assessment waves over a 12-month period. In total, the data set comprised 1,609 individual observations and 3,533 customers nested within 35 business units. The hypotheses were tested by using a multilevel longitudinal modeling approach.

Findings

This research has yielded important insights. First, significant relationships emerged between enhanced customers’ delight and an increased likelihood of FLEs receiving expressions of gratitude from customers. Second, gratitude expressions received from customers were found to be positively associated with prosocial behaviors toward both customers and coworkers. Third, the findings indicate that the impact of receiving customer gratitude expressions on FLEs’ performance behaviors is more pronounced for employees with a high level of customer orientation.

Practical implications

This study highlights the importance of investing in relationship-building strategies aimed at enhancing customers’ delight. This can motivate customers to express their gratitude toward service employees and to elicit higher prosocial behaviors from employees.

Originality/value

This study offers theoretical insights into gratitude, customer behaviors and employee performance in the retail industry. A pivotal contribution of this study to marketing literature lies in its paradigm shift, redirecting attention from the traditional examination of firm-customer relationships to a nuanced exploration of customer–employee relationships.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
期刊最新文献
Cite me! Perspectives on coercive citation in reviewing Editorial: Embracing the future of services marketing Customer churn analysis using feature optimization methods and tree-based classifiers Low-income consumers’ informal and formal financial service experiences: perceptions of access, inclusion, and social dependence Enhancing customer engagement behaviors via customer-to-customer interactions and identification
×
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
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 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 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1