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Do service scripts exacerbate job demand-induced customer perceived discrimination?

Gianfranco Walsh (Department of General Management and Marketing, University of Jena, Jena, Germany)
Eva Katharina Hammes (University Jena, Jena, Germany)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 10 July 2017

Abstract

Purpose

This research aims to investigate the contingent influence of service scripts on the links between service employees’ job demands and customers’ perceptions of discrimination.

Design/methodology/approach

Drawing on prior conceptual and empirical work, as well as conservation of resources theory, the authors propose a conceptual model comprising job demands (job stress and role ambiguity) and two dimensions of perceived discrimination.

Findings

A unique, dyadic data set reveals that the two focal job demands positively affect customers’ perceptions of discrimination. Service scripts enhance those negative relationships, such that they have resource-depleting and job demand-exacerbating effects.

Originality/value

This study offers the first research to link customer perceived discrimination with employee antecedents. These insights, in turn, have several key theoretical and managerial implications, and they offer directions for further work in this arena.

Keywords

Acknowledgements

The authors would like to thank Nicole Klinner for her help with the data collection.

Citation

Walsh, G. and Hammes, E.K. (2017), "Do service scripts exacerbate job demand-induced customer perceived discrimination?", Journal of Services Marketing, Vol. 31 No. 4/5, pp. 471-479. https://doi.org/10.1108/JSM-06-2016-0209

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited