کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7248048 1471837 2018 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Who cares if “service with a smile” is authentic? An expectancy-based model of customer race and differential service reactions
ترجمه فارسی عنوان
چه کسی خدمات صحیح را در اختیار دارد؟ معتبر است؟ یک مدل مبتنی بر انتظارات مشتری در مورد رقابت و واکنش های خدمات دیفرانسیل
کلمات کلیدی
نیروی احساسی، اعتبار، رضایت مشتری، اعتماد، انتظار تایید، احساسات، مسابقه، تنوع
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
“Service with a smile” improves performance ratings, but it is unclear whether that smile must always be authentic. We propose that reactions to a service employee's display authenticity may depend on the customer's race, due to a history of differential service experiences. Further, we propose that these experiences inform customers' expectations, such that White customers are more likely than Black customers to expect friendly “service with a smile.” To test this conjecture, we first confirm that Blacks have lower service performance expectations than Whites due to a history of mistreatment in a service context. In two experimental studies and a field study, we then show that authenticity is a stronger predictor of performance-based evaluations (i.e., exceeded expectations) for White customers than for Black customers. Our findings underscore the impact of the racially biased treatment that Black customers have come to expect and the challenge of pleasing a diverse customer base.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Organizational Behavior and Human Decision Processes - Volume 144, January 2018, Pages 85-96
نویسندگان
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