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Article
Publication date: 3 May 2021

Wenqian Wan and Huaibin Li

The active voice behavior of customers is crucial to the development of enterprises, but few studies have examined how to promote customer voice behavior. Does a sense of power…

Abstract

Purpose

The active voice behavior of customers is crucial to the development of enterprises, but few studies have examined how to promote customer voice behavior. Does a sense of power drive consumers to provide advice to the companies involved? This paper aims to address the issue.

Design/methodology/approach

By conducting three experiments, the authors proved the effect of the sense of power on customer voice behavior. In Study 1, the authors manipulated subjects' sense of power levels (high vs low) through an episodic recall task. Tangible goods were used as experimental material. The authors verified that power had a positive impact on customer voice behavior. In Study 2, the authors changed the experimental materials to intangible service products and used role-playing tasks to manipulate the subjects' sense of power. Study 2 validated the mediating role played by self-confidence in the main effect. In Study 3, the authors validated the moderating role of self-doubt for the power effect.

Findings

Based on the approach-inhibition theory of power and the situated focus theory of power, the current research finds that there is a positive effect of consumer's sense of power on their voice behavior. It also further analyzes the mediating role of self-confidence, the mechanism by which power affects customer voice behavior. However, this positive effect does not always occur. Self-doubt plays a moderating role in this relationship. If the individual's self-doubt level is high, the positive effect of power on the individual's self-confidence cannot be observed, which means that self-doubt is a boundary condition for the positive effect of power on individuals' self-confidence.

Research limitations/implications

The authors discuss the influence of sense of power on customer voice behavior and test the mediating role of self-confidence and its boundary conditions. The results show that consumers are more confident in themselves when they feel a sense of power and are more likely to proactively make suggestions to the company. However, the overall effect is not obvious when consumers have a high level of self-doubt. As a psychological state of consumers that firms can easily manipulate, the effects of power on consumer behavior remain to be explored by the authors.

Practical implications

The findings of current research suggest that empowering consumers who are less self-doubting can increase their self-confidence, which, in turn, can lead to more active expression and feedback on issues that need improvement in their experience. Thus, companies can enhance consumers' sense of power through some ways, such as using environmental elements to stimulate consumers' sense of power.

Originality/value

There are few studies on how the sense of power affects consumers' voice behavior. Prior work on voice behavior has focused on the perspective of customers' perception of the social exchange relationship between themselves and enterprises. The research explores the strategies suitable for enterprises to promote customer voice behavior from the perspective of the sense of power, and the findings contribute to the research on the sense of power and consumer voice behavior.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 23 January 2009

Randi Priluck and Vishal Lala

The purpose of this paper is to determine the effects of recovery and strength of recovery on satisfaction and voice behaviors.

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Abstract

Purpose

The purpose of this paper is to determine the effects of recovery and strength of recovery on satisfaction and voice behaviors.

Design/methodology/approach

Two role‐playing experiments involving product failure followed by recovery at a video store were conducted. Data collected from students were analyzed using t‐tests and ANOVA.

Findings

Relationship satisfaction after a strong recovery was higher than it would have been, had the failure not occurred in the first place. In the case of store satisfaction, the original level was restored but not exceeded. Furthermore, customers appear to have an expectation threshold for customer recovery. A recovery effort that fell below this threshold led to sharply lower expectations. On the other hand, a customer recovery far beyond the customers' expectation threshold was no more effective than one that just exceeded it. Product satisfaction was lower regardless of the strength of recovery. Internal voice behaviors were higher following a customer recovery but a stronger recovery did not lead to any more internal voice behaviors than a weak recovery. External voice behaviors were not affected by a customer recovery.

Practical implications

The key to managing complaints in companies is to find just the right amount to spend for recovery. If the recovery is below the customer's expectation threshold, she will be dissatisfied. On the other hand, a recovery much above the customer's expectation threshold will not lead to any greater satisfaction, any more internal voice behaviors, or any fewer external voice behaviors.

Originality/value

The study looks at the influence of recovery on satisfaction with respect to store, relationship, and product. It also looks at the effect of recovery on internal and external voice behaviors.

Details

Managing Service Quality: An International Journal, vol. 19 no. 1
Type: Research Article
ISSN: 0960-4529

Keywords

Article
Publication date: 2 June 2021

Bingcheng Yang, Hongyan Yu, Yu Yu and Miaoling Liu

Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement…

Abstract

Purpose

Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.

Design/methodology/approach

The survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.

Findings

The results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.

Research limitations/implications

On the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.

Practical implications

This paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.

Originality/value

First, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.

Details

Marketing Intelligence & Planning, vol. 39 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 17 March 2021

Yongqiang Sun, Cailian Zhao and Xiao-Liang Shen

Customers' continuous value creation (e.g. voice) is an important research issue for the success of brand virtual community (BVC) and new product development, while it is rarely…

Abstract

Purpose

Customers' continuous value creation (e.g. voice) is an important research issue for the success of brand virtual community (BVC) and new product development, while it is rarely studied from a firm perspective. The purpose of the present study is to investigate how firm attributes exert influences on continuous voice intention in brand virtual communities.

Design/methodology/approach

The data were collected through a survey in mobile brand virtual communities in China, and 291 valid responses for data analysis were included to test the research model by using partial least squares (PLSs).

Findings

The results show that intrinsic motivation to voice is positively associated with continuous voice intention. Furthermore, the impact of brand identification on intrinsic motivation is found to be fully mediated by community identification. Customer orientation has a positive effect on perceived openness, and both customer orientation and perceived openness positively affect customers' brand identification and community identification.

Originality/value

Although prior studies have examined some variables relevant to voice behavior, few studies have recognized the influence of firm attributes toward the BVC on sustained voice intention. To fill this research gap, the authors propose a research model to shed light on the role of firm attributes by classifying them into brand- vs community-based firm attributes, which affect intrinsic motivation through two types of social identification, namely brand identification and community identification.

Details

Industrial Management & Data Systems, vol. 121 no. 5
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 5 August 2021

Yung-Kuei Huang and Linchi Kwok

This study aims to assess a moderated-mediation model to account for the relationship between customer mistreatment and frontline hotel employees’ customer-focused voice, where…

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Abstract

Purpose

This study aims to assess a moderated-mediation model to account for the relationship between customer mistreatment and frontline hotel employees’ customer-focused voice, where their organization-based self-esteem (OBSE) served as a mediator and their felt trust (reliance and disclosure) by supervisors served as a moderator.

Design/methodology/approach

The data were collected through paper-based questionnaires in a cross-sectional survey, consisting of 319 valid supervisor-employee-paired responses from 33 international tourist hotels in Taiwan. Regression analyses were used for hypothesis testing.

Findings

OBSE mediates the negative effect of customer mistreatment on customer-focused voice. Employee felt reliance intensifies the negative impact of customer mistreatment on OBSE, and this interaction effect, in turn, reduces customer-focused voice through OBSE. The employee felt disclosure marginally significantly buffers the effect of customer mistreatment on OBSE.

Practical implications

Given the adverse effect of customer mistreatment on customer-focused voice through OBSE, hotels should strengthen employees’ service mindset and value their suggestions. The double-edged effects of felt trust suggest that managers should form a trusting relationship with their subordinates and reassure them that isolated incidents of customer mistreatment will not jeopardize their reputation.

Originality/value

This study integrated sociometer and self-consistency theories to examine OBSE as a psychological mechanism to explain the mistreatment-voice process. Besides assessing felt trust’s two-dimensional effects, this research is possibly the first attempt to examine felt trust as an enabling force or a threat to OBSE in the context of customer mistreatment.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 30 November 2020

Thomas A. Burnham, Garret Ridinger, Anne Carpenter and Laee Choi

Consumers who share their suggestions with firms contribute valuable knowledge and both exhibit and reinforce positive customer engagement. Yet, the motivational antecedents of…

Abstract

Purpose

Consumers who share their suggestions with firms contribute valuable knowledge and both exhibit and reinforce positive customer engagement. Yet, the motivational antecedents of direct-to-firm customer suggestion sharing remain understudied. This study aims to investigate how potential self, other customer and firm benefits motivate consumer suggestion sharing.

Design/methodology/approach

A critical incident pretest explores the domain and establishes ecological validity. Two scenario-based experimental studies test the proposed relationships in distinct service contexts.

Findings

Results support a prosocial (helpful) view of suggestion sharing – potential benefits to other customers motivate suggestion sharing. Potential benefits for the firm play two roles, namely, they indirectly motivate suggestion sharing by increasing consumers’ perceived outcome expectancy, illustrating a pragmatic mechanism, and they directly motivate suggestion sharing when service quality is high, illustrating a conditional, reciprocity-driven mechanism. When service quality is low, consumers are less likely to share firm-benefitting suggestions and more likely to share non-beneficial suggestions, highlighting a potential low service quality “trap” in which firms can become stuck.

Research limitations/implications

Future research is needed to study the antecedents of attitude toward suggestion sharing and the effect of relationship strength on suggestion sharing.

Practical implications

Managerially, multiple paths are identified by which firms can motivate suggestion sharing. The low-service quality “trap” indicates that low-service quality firms should not rely on, and should perhaps even ignore, customer suggestions as a tool for improving their offerings.

Originality/value

By experimentally investigating the motivational antecedents of direct-to-firm consumer suggestion sharing, this paper fills a gap in extant research and provides a foundation upon which future suggestion sharing research can build.

Details

European Journal of Marketing, vol. 55 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 17 May 2011

Scott R. Swanson, Robert Frankel, Mariusz Sagan and Douglas L. Johansen

This research adopts Hofstede's typology of culture as a framework to test for cultural differences regarding consumer verbal behaviors in the context of a service provider…

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Abstract

Purpose

This research adopts Hofstede's typology of culture as a framework to test for cultural differences regarding consumer verbal behaviors in the context of a service provider switching incident.

Design/methodology/approach

The study includes respondents from five countries selected to provide global diversity by including cultures from Asia, Europe, South America, and North America. Cooperation from a variety of businesses was utilized in each country investigated to survey employees.

Findings

Findings indicate there are significant relationships between cultural orientation and: the propensity of engaging in discussion of service switching incidents; communication valence; the social network that private word‐of‐mouth is shared with; the likelihood of public complaint behavior.

Research limitations/implications

The sample, while five‐country in design, is somewhat limited by its representation at the extremes (i.e. most developed and least developed) and from urban populations only. Within‐country differences are also not considered. A broad range of service sectors strengthens the results, but does not allow for sector‐specific conclusions. The results of this study can assist global service providers to better understand the role that culture plays in customer verbal behaviors as well as providing direction to formulate strategies and tactics to better manage the complaint process.

Originality/value

As service organizations become more globally diverse, understanding the subtle influences of cultural differences becomes increasingly important for building effective customer relationships. No study to date has examined consumer post‐switching verbal behaviors across a broad range of cultural settings.

Details

Managing Service Quality: An International Journal, vol. 21 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

Article
Publication date: 31 July 2023

Nimitha Aboobaker and Zakkariya K.A.

This study investigates how the spiritual leadership style of a manager affects employees' intention to stay with the organization, taking into account the post-pandemic workplace…

Abstract

Purpose

This study investigates how the spiritual leadership style of a manager affects employees' intention to stay with the organization, taking into account the post-pandemic workplace and the expected economic downturn. Furthermore, this study aims to assess how employee voice behavior mediates the linkages between the spiritual leadership style and intention to stay and how this mediation is influenced by perceived interpersonal justice. Grounded on the self-determination theory of intrinsic motivation and social-exchange theory, this study seeks to advance the theoretical understanding of spiritual leadership and its associated outcomes.

Design/methodology/approach

The descriptive study included 379 frontline employees in India's tourism and hospitality sector. Responses were collected from selected employees using the snowball sampling method and met strict inclusion criteria. Self-reporting questionnaires were used to collect data from the participants. Confirmatory factor analysis was conducted using IBM AMOS 21.0, and hypothesis testing and drawing inferences were carried out using path analytic procedures with PROCESS Macro 3.0.

Findings

Consistent with the hypotheses presented in this paper, this study demonstrated a statistically significant indirect impact of spiritual leadership on employees' intention to stay with the organization, through indirect effects of employee voice behavior. Additionally, the conditional indirect effects of spiritual leadership on employees' intention to stay, mediated by voice behavior, were contingent upon the level of interpersonal justice as a moderator. Specifically, these effects were significant when the levels of interpersonal justice were low but not when they were high.

Originality/value

This study makes significant strides in developing and testing a pioneering model that examines the association between spiritual leadership and employees’ intention to stay with the organization. This research explores explicitly how this relationship is influenced by perceived interpersonal justice and employee voice behavior. The results of this study emphasize the criticality of cultivating a culture that inspires constructive criticism and elucidates its potential advantages, effectively bridging a gap in the existing scholarly literature.

Details

International Journal of Ethics and Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9369

Keywords

Article
Publication date: 8 August 2018

Maxi Bergel and Christian Brock

The purpose of this paper is to examine the impact of three different dimensions of switching costs on customer dissatisfaction response styles as well as on the evaluation of…

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Abstract

Purpose

The purpose of this paper is to examine the impact of three different dimensions of switching costs on customer dissatisfaction response styles as well as on the evaluation of service recovery.

Design/methodology/approach

Study 1 is a scenario-based experiment and Study 2 uses a critical incident technique combined with survey-based measures of switching costs, dissatisfaction responses and perceived complaint handling.

Findings

The results of these studies highlight the need to consider the different effects of switching costs. Not only do different switching costs lead to varying customer dissatisfaction responses, they also have differential moderator effects on the interrelationships between customer-perceived recovery justice and service recovery satisfaction.

Research limitations/implications

Service failure severity was an influential control variable. Future studies should investigate how the type, context and severity of service failure influence customers’ complaint behavior. Furthermore, participants had trouble differentiating between their relations toward their service provider in general and one particular employee. Hence, further research should explore the relationship between customers and frontline employees.

Practical implications

The authors encourage managers to take a closer look at the switching cost dimensions of their service industry. This may lead practitioners to promote differentiated strategies for complaint stimulation and complaint handling.

Originality/value

This is the first study to simultaneously explore all three dimensions of switching costs when examining their impact on customers’ dissatisfaction response styles as well as the moderating effects in the recovery process. In doing so, this study reveals some hitherto uncovered effects.

Details

Journal of Service Theory and Practice, vol. 28 no. 4
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 11 May 2023

Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience…

Abstract

Purpose

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).

Design/methodology/approach

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.

Findings

The results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.

Research limitations/implications

The sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.

Originality/value

This study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

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