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The effect of frontline employees' personal self-disclosure on consumers' encounter experience
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Psychology. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-7480-9318
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. BI Norwegian Sch Management, Oslo, Norway.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Psychology. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Psychology.ORCID iD: 0000-0001-8102-8168
2016 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 30, no May, p. 40-49Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to investigate how frontline employee self-disclosure influences consumers’ reciprocal behavior. To investigate the effects of frontline employee self-disclosure, two experiments were conducted with a total sample of 475 participants. The results show that when frontline employees disclose personal information in one-time encounters, they are perceived as less competent and more superficial. The results also show that self-disclosure negatively affects reciprocal behavior, but that this is mediated through liking, competence, superficiality, and satisfaction. These findings suggest that it is not always beneficial for employees to use self-disclosure as a strategy for garnering a consumer's trust or satisfaction, which counters previous research that suggest that disclosure of personal information is a good way to positively influence consumers in the retail environment.

Place, publisher, year, edition, pages
2016. Vol. 30, no May, p. 40-49
Keywords [en]
Self-disclosure, Frontline employee, Encounter experience, Social impresssion, Satisfaction, Reciprocal behavior
National Category
Business Administration Psychology
Research subject
Psychology; Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-41905DOI: 10.1016/j.jretconser.2015.12.004ISI: 000375851500005OAI: oai:DiVA.org:kau-41905DiVA, id: diva2:923004
Available from: 2016-04-25 Created: 2016-04-25 Last updated: 2017-11-30Bibliographically approved
In thesis
1. Changing the servicescape: The influence of music, self-disclosure and eye gaze on service encounter experience and approach-avoidance behavior
Open this publication in new window or tab >>Changing the servicescape: The influence of music, self-disclosure and eye gaze on service encounter experience and approach-avoidance behavior
2016 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The purpose of this thesis is to investigate and understand the effect of a servicescape’s ambient and social conditions on consumers’ service encounter experience and their approach/avoidance behavior in a retail context. In three papers, with a total sample of over 1600 participants (including 550 actual consumers) and seven experiments, the author investigates the effect of music (ambient stimuli), employees’ self-disclosure (verbal social stimuli) and employees’ gazing behavior (nonverbal social stimuli) on consumers’ service encounter experience and approach/avoidance behavior in a retail store.

Paper I comprised two experiments, and the aim was to investigate the influence of music on emotions, approach/avoidance behavior. Paper II comprised two experiments, and the aim was to investigate the effect of frontline employees’ personal self-disclosure on consumers’ reciprocal behavior. Paper III comprised three experiments, and the aim was to investigate the influence of employee’s direct eye gaze/ averted eye gaze on consumer emotions, social impression of the frontline employee and encounter satisfaction in different purchase situations.

The results in this thesis show that music affects consumers in both positive and negative ways (Paper I). Self-disclosure affects consumers negatively, in such a way that it decreases encounter satisfaction  (Paper II) and, finally, eye gaze affects consumers by regulating both positively – and in some cases also negatively – consumers’ social impression of the frontline employee and their encounter satisfaction (Paper III).

The conclusions of this thesis are that both ambient and social stimuli in a servicescape affect consumers’ internal responses, which in turn affect their behavior. Depending on the purchase situation, type of retail, and stimuli, the internal and behavioral responses are different.

Abstract [en]

The purpose of this thesis is to investigate and understand the effect of a servicescape’s ambient and social conditions on consumers’ service encounter experience and their approach/avoidance behavior in a retail context. In three papers, with a total sample of over 1600 participants (including 550 actual consumers) and seven experiments, the author investigates the effect of music, employees’ self-disclosure and employees’ gazing behavior on consumers’ service encounter experience and approach/avoidance behavior in a retail store.

The results in this thesis show that music affects consumers in both positive and negative ways (Paper I). Self-disclosure affects consumers negatively, in such a way that it decreases encounter satisfaction (Paper II) and, finally, eye gaze affects consumers by regulating both positively – and in some cases also negatively – consumers’ social impression of the frontline employee and their encounter satisfaction (Paper III).

The conclusions of this thesis are that both ambient and social stimuli in a servicescape affect consumers’ internal responses, which in turn affect their behavior. Depending on the purchase situation, type of retail, and stimuli, the internal and behavioral responses are different.

 

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2016
Series
Karlstad University Studies, ISSN 1403-8099 ; 2016:39
Keywords
Servicescape, Approach/Avoidance, Emotions, Social impression, Consumer behavior, Encounter experience, Music, Self-disclosure, Eye gaze, Retail
National Category
Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-46417 (URN)978-91-7063-722-3 (ISBN)
Public defence
2016-12-09, 11 D 227, Universitetsgatan 2, Karlstad, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2016-11-21 Created: 2016-10-07 Last updated: 2017-06-13Bibliographically approved

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Andersson K, PernilleGustafsson, AndersKristensson, PerWästlund, Erik

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