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This research investigates how and why firms adopt inclusive diversity activities, identifying the mechanisms behind firms involved in lesbian, gay, bisexual and transgender (LGBT)–friendly pursuits. By integrating resource dependence theory, institutional theory and stakeholder theory, the authors argue that a firm's LGBT friendliness is affected by marketing orientation and the external political environment.

This study uses the Corporate Equality Index, as reported by the Human Rights Campaign, of 460 (1,540 firm-year observations) firms in the United States between 2006 and 2019.

This study finds a significant, positive relationship between a firm's marketing orientation and LGBT-friendly activities. This research also determines that this relationship is weakened by state-level diversity policies and country-level political uncertainty.

The study results provide unique theoretical and practical implications for the debate on inclusive corporate policy in similar global markets.

This study aims to investigate the main and interactive effects of three employee attributes, namely, employee friendliness, helpfulness and respectfulness, on customer satisfaction in Mainland China.

A 2 × 2 × 2 between-subjects experimental design enabled an eight-scenario study depicting a service experience manipulated by employee friendliness (high/low), helpfulness (high/low) and respectfulness (high/low).

It is found that the effect of respectfulness has the strongest impact on customer satisfaction. Customer satisfaction generated by helpfulness is higher when respectfulness is high rather than low, while the interaction between helpfulness and friendliness is not found, even though helpfulness exerts a stronger effect than friendliness on customer satisfaction. Customer satisfaction is also maximized when all three positive interpersonal attributes all jointly presented. Interestingly, the absence of respectfulness tends to trigger a negative effect, while the display of friendliness results in a positive effect.

Beyond the joint positive effects on service outcomes, different interaction patterns reveal that the display of friendliness is desirable and beneficial to enhance interpersonal outcome. However, the communication of respect is crucial, and, as such, managers and employees need to strive for a good balance on how to demonstrate these behaviours in critical moments such as service recovery. The findings from relative and interactive effects of three employee attributes are new in the literature and provide significant theoretical and managerial contributions for both researchers and managers.

This study takes the first step in decoding the cultural meaning of employee attributes through integrating Chinese traditional philosophy, Li (i.e. politeness), into a specific service setting by examining its comparative effects with other attributes.

As technology-created gamers’ representations, avatars are influential in communication among online gamers. However, there is scant research on how avatars’ characteristics impact gamers’ friendly behaviour via avatars, i.e., avatar friendliness, and how avatar friendliness is related to online gamer loyalty. The purpose of this paper is to develop a research model grounded in the theory of embodied cognition to examine the impacts of perceived avatar appearance agreeableness, attractiveness and height on avatar friendliness and online gamer loyalty.

The authors collect 1,384 responses from online gamers and use structural equation modelling for hypothesis testing.

The authors find that perceived avatar appearance agreeableness and attractiveness are positively related to avatar friendliness, while perceived avatar height is negatively related to avatar friendliness. Avatar friendliness, in turn, is positively related to online gamer loyalty.

This study assessed gamers’ perceptions using a cross-sectional design. Future works could use a big data approach to collect behavioural and longitudinal data. Moreover, future works could measure avatar height using pixels.

The authors contribute to the e-commerce literature by inventing the new constructs of perceived avatar appearance agreeableness and avatar friendliness, and conducting the first study of using avatar friendliness to explain the impacts of the three avatar characteristics on online gamer loyalty. The findings also provide novel insights for e-commerce managers to effectively build a loyal gamer base.

This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect influence on repatronage intentions. Recent studies suggest FLE friendliness, defined as a tendency to convey an affective customer–employee social interaction, is a critical determinant of relationship marketing, but few scholars agree on its dimensionality. This study seeks a deeper understanding of FLE friendliness by investigating its different dimensions in various service contexts.

The mixed-method design, including both qualitative and quantitative research, offers a deeper understanding of the phenomenon of FLE friendliness.

The content analysis suggests FLE friendliness is multidimensional and composed of humorous, informal, conversational, and approachable behaviors. The results of a quantitative survey, conducted across four service contexts, validate this four-factor model. A second quantitative survey across two service contexts reveals the weights and relative importance of the dimensions, and then a third quantitative survey across three service contexts confirms that FLE friendliness is a significant driver of relationship quality, perceived value, and repatronage intentions (indirectly).

This study contributes to relationship marketing literature by strengthening the conceptual foundations of FLE friendliness, clarifying the dimensionality of the construct, developing a comprehensive measurement instrument, and extending previous research on the customer–employee interactions.

The purpose of this study is to examine whether and how independent director-CEO friendliness has an impact on the enterprise's sustainable growth capability and further explore how corporate social responsibility (CSR) and executive compensation affect the relationship in the Chinese context.

Using a sample of Chinese-listed companies from 2010 to 2020, the study adopts fixed effects models to empirically analyze the effect of independent director-CEO friendliness on the enterprise's sustainable growth capability and the roles of CSR and executive compensation.

This study finds that independent director-CEO friendliness is significantly positively correlated with the sustainable growth capability of an enterprise, and this effect is enhanced with the improvement of the degree of CSR fulfillment. What is more, the positive relationship between independent director-CEO friendliness and the enterprise's sustainable growth capability becomes stronger with higher executive compensation.

Given that the existing research on sustainable growth capability mainly focused on the macroeconomic field, this study is of great theoretical significance in exploring the relationship between independent director-CEO friendliness and the enterprise's sustainable growth capability from the micro-level, contributing to the research on the enterprise's sustainable growth capability. In addition, this study considers the boundary conditions of CSR and executive compensation from internal and external perspectives, respectively, as it is innovative to elucidate organizational development from the perspective of internal and external balance.

The paper aims to present a part of a wider study, performed at the Department of LIS&BS at the University of Ljubljana (UL). The study investigated the perceptions of user friendliness of information retrieval (IR) systems.

An expert study and a user study were performed. The user study was based on the results of the previous expert study, which surveyed the interfaces of four e‐journal IR systems (Science Direct, Proquest Direct, Ebsco Host and Emerald) and has been published separately. In the user study three of these interfaces were used: Science Direct, Proquest Direct, and Ebsco Host. A pilot study with ten subjects and a main study with 61 subjects, all postgraduate students of the UL, was performed. Questionnaires and observation were used for data collection. The users' perceptions of user interfaces were investigated and compared to the findings of the expert study.

It was found that users do not show high appreciation of auxiliary functions (such as search history, indexes, etc.) and do not use them to a great extent. They also do not prefer to have available different full‐text formats. Perceptions of user friendliness of elements and functions were different in each interface. For each interface it was also established that different functions and elements were influential in the overall perceptions of the interface friendliness. In comparison of the findings of the expert and user study it was found that the expert study was in some cases too detailed and investigated aspects not perceived by the users. For this reason, certain findings of both studies were not appropriate for comparison.

The methodology of data collection was rather demanding and lengthy, and influenced the type and size of sample. Because of that it may not be possible to generalise the result to all users of e‐journals. Also, large quantities of data were collected which could be studied further.

The results of the study are relevant for the design of the user interfaces of IR systems. They also have implications for other areas, e.g. user education and training.

The study investigates the users' own perceptions of user friendliness of the e‐journal interfaces and also compares them to the findings of the expert study. This gives a valuable insight and provides many different viewpoints in regard to user friendliness, which in itself is a demanding concept.

Building on fundamental work on usability of workplaces, this paper aims to extend the perspective of usability as an approach in delivering workplace solutions. To explore the content and implications of usability, the concept is differentiated into two sub-concepts: usefulness and user-friendliness.

The theoretical rationale for the proposed conceptual specification is presented and explored using data from two independent research projects: a qualitative interview study in an office relocation project in Finland and a quantitative survey study of 1,420 office users of 43 buildings in Switzerland. The goal of the empirical research is to capture the elements of user experience connected to usability using the distinction between usefulness and user-friendliness.

The results from both studies show that perceived support of work activities by workspaces in relation to work tasks is the main element of usefulness. User-friendliness incorporates comfort and control as the two most important aspects. Correlations between usefulness and user-friendliness and outcomes of usable workspace design are low for self-assessed performance, moderate for job satisfaction and high for work area satisfaction.

Providing useful workplaces supports users’ job performance while designing for user-friendliness is correlated with user satisfaction.

The differentiation of usefulness and user-friendliness of office environments provides a new way to describe user experience. The integration of qualitative and quantitative research strategies strengthens the research evidence.

This paper aims to test the relationships among the experiential quality dimensions, the green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green bed & breakfast (B&B) context.

The data used in this study are based on a sample of 517 customers staying at one green B&B in Yilan County of Taiwan. The predicted relationship is tested using structural equation modeling.

The empirical findings reveal the following: five dimensions (peer-to-peer quality, physical environment quality, outcome quality, venue quality and administration quality) constitute a multidimensional model to conceptualize and measure perceived experiential quality that can achieve green experiential satisfaction in addition to environmental friendliness; environmental friendliness has a direct influence on green trust and green experiential satisfaction, which has a positive significant influence on green support and green desire; and green trust, green experiential satisfaction and green support contribute to green experiential loyalty.

To increase the perceptions of experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty, the findings of this study will help green B&B management develop and implement market-orientated service strategies.

This paper provides data that result in a better understanding of the relationships among experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green B&B setting.

Suggests that an understanding of the difference between friendliness and courtesy can help providers to meet customer expectations and improve perceptions of service quality in a variety of service situations. Focuses on the issue of first‐name usage as a gesture of friendliness which is open to misinterpretation. Notes that this aspect of friendliness has been much debated in the popular press and has been identified as part of consumer service by some service organizations. Concludes that consumers express strong preferences for the level of friendliness they want from any type of service encounter, and that expectations will vary from one service to another and also from one customer to another.

This study aims to investigate the influence of CEO attire formality on consumers’ perceptions of corporate image, drawing on first impression theory and spillover effect theory.

Four experimental studies were conducted to test the proposed effect, the underlying mechanism and the boundary condition.

The formality of CEO attire significantly influences consumers’ perceptions of corporate image. Specifically, formal CEO attire creates a stronger perception of corporate authority among consumers, mediated by perceived rule-following of the CEO. In contrast, informal CEO attire leads to a stronger perception of corporate friendliness, mediated by perceived psychological distance of the CEO. Moreover, a matching effect exists between the type of industry and CEO attire formality, where consumers perceive a greater match between authoritative industries and formally dressed CEOs, and between friendly industries and informally dressed CEOs. This alignment strengthens consumers’ corporate attitudes.

The findings offer valuable insights for CEOs aiming to foster a positive image through their attire, providing strategic guidance for aligning corporate image with industry characteristics.

This research extends the understanding of how consumers’ perceptions of CEO attire can spill over to affect the corporate image, offering a novel perspective on corporate image communication.