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Do customers recognize the effort and abilities of employees in service encounters? If so, to what extent do their perceptions influence customer satisfaction? The paper seeks to answer these questions.

Two empirical studies, including a critical incident study and a video‐based experiment. Theoretically, this paper builds on motivation theory, naïve psychology, and attribution theory.

Customers spontaneously and explicitly judge service encounters on the basis of service employees' effort and abilities, perceived through certain behavioral cues. The specific, direct impact of perceived effort and abilities on customer satisfaction varies for different service types.

Taking different dependent variables into account (e.g. customer emotions, customer loyalty and brand perceptions) might offer a valuable contribution to the fields of service or brand research.

Companies must examine customers' perceptions of their employees' encounter behavior in depth to evaluate and effectively and efficiently manage perceived effort and abilities as the main determinants of customer satisfaction. They should acknowledge behavioral training represents a significant satisfaction management approach.

The paper offers interdisciplinary theoretical foundation, brings in innovative research methods and combines content and methodology to a new scientific framework for the field of service research as well as practical application for companies.

Electronic word-of-mouth (eWOM) has become one of the most influential information sources for consumers' purchase decision-making. Based on construal-level theory and from the perspective of cognitive effort, this study investigated the effects of eWOM social media types and conflicting eWOM on consumers' purchase intentions and validated the mediation role of social psychological distance, perceived value, and perceived cognitive effort.

Two scenario-based experiments were conducted to validate the research model. Specifically, a 2 (eWOM social media type: strong-tie vs weak-tie) × 2 (conflicting eWOM: with vs without) between-subjects design was used. ANOVA, multiple regression analysis with PROCESS, and partial least squares (PLS) were employed to test the hypotheses.

The results showed that eWOM social media types had significant effects on both social psychological distance and perceived value. The significant chain mediating effects of social psychological distance and perceived value between eWOM social media types and consumers' purchase intentions were found. In addition, conflicting eWOM had significant effects on both perceived value and perceived cognitive effort. Indirect effects of conflicting eWOM on purchase intention through perceived cognitive effort were discovered.

These results contribute to the eWOM literature by investigating the influences of eWOM social media types and conflicting eWOM on consumers' purchase intentions. They also contribute to construal-level theory by extending its applicability to the field of eWOM.

This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.

Three between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.

The results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.

Perceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.

The purpose of this paper is to understand the antecedents of fanaticism through the lens of attribution theory and “norm of reciprocity”. It is proposed that consumers will reward firms with high perceived effort, including both general and specific effort by increasing their loyalty and becoming a fan of the company.

The data are collected in a high-tech services industry, mobile phone services. A paper-based survey using mall intercept technique was employed in this study. The sampling design was a combination of convenience sampling (any adult who happened to be at a given location on a given day and time) and system probability sampling (every fifth adult who passed the data collection point was approached and asked to participate in the study). The final sample size is 600.

The antecedents of fanaticism are identified as both firm’s general effort (i.e. service quality and innovativeness) and specific effort (i.e. perceived reciprocity). In addition, perceived regulatory control moderated the relationship between innovativeness, part of firm’s general effort and customer fanaticism. To be more specific, perceived regulatory control increased the effect of perceived innovativeness on fanatical loyalty.

The introduction of the role of perceived regulatory control in the interactions between firms and customers has not been adopted in previous research and can contribute a new body of knowledge to the current literature. This research has implications for service providers, especially in high-tech industries.

This paper aims to build a moderate mediation model to delineate when and how employee with perceived overqualification will exert extra effort and therefore engage in more altruistic helping behavior.

The research hypotheses were empirically tested using multitime and multisource survey data. Given the nested nature of data (i.e. 52 immediate supervisors rated 143 subordinates), multilevel structural equation modeling analyses within Mplus were conducted to test the proposed model.

The results support the proposed moderated mediation effect and indicate that perceived overqualification is positively related to extra effort on a condition that there is either strong desire for higher workplace status or more developmental job opportunities. The extra effort will subsequently lead to more altruistic helping behavior.

Based on the findings of this paper, human resource managers should consider the job applicant’s desire for workplace status and the organizational context the employer can provide when hiring overqualified employees. Second, organizations should carefully conduct job design to improve overqualified employees’ on-the-job developmental experiences. Third, training programs should be conducted to help satisfy needs and improve workplace status of overqualified employees, so that they can exert extra job effort and engage in pro-organizational behaviors.

Drawing on motivation–opportunity–ability theory, this paper extends the limited understanding of important boundary conditions under which perceived overqualification can be beneficial. The findings add to the knowledge on extant literature by identifying altruistic helping behavior as a new outcome of perceived overqualification.

As an emerging tool for data discovery, data retrieval systems fail to effectively support users' cognitive processes during data search and access. To uncover the relationship between data search and access and the cognitive mechanisms underlying this relationship, this paper examines the associations between affective memories, perceived value, search effort and the intention to access data during users' interactions with data retrieval systems.

This study conducted a user experiment for which 48 doctoral students from different disciplines were recruited. The authors collected search logs, screen recordings, questionnaires and eye movement data during the interactive data search. Multiple linear regression was used to test the hypotheses.

The results indicate that positive affective memories positively affect perceived value, while the effects of negative affective memories on perceived value are nonsignificant. Utility value positively affects search effort, while attainment value negatively affects search effort. Moreover, search effort partially positively affects the intention to access data, and it serves a full mediating role in the effects of utility value and attainment value on the intention to access data.

Through the comparison between the findings of this study and relevant findings in information search studies, this paper reveals the specificity of behaviour and cognitive processes during data search and access and the special characteristics of data discovery tasks. It sheds light on the inhibiting effect of attainment value and the motivating effect of utility value on data search and the intention to access data. Moreover, this paper provides new insights into the role of memory bias in the relationships between affective memories and data searchers' perceived value.

To provide better services to customers, especially immediate responses and 24/7 availability, businesses are implementing text-based automated conversational agents, i.e. chatbots on their social platforms and websites. Chatbots are required to not only provide customers with necessary consultancy and guidance but also communicate friendly and socially. Based on the cognitive fit theory, this study attempts to examine the role of chatbot as a decision aid and how the match between information presentation in forms of decisional guidance and communication style and the shopping task influences consumers' perceived cognitive fit and decision performance outcomes.

A 2 x 2 x 2 between subject online experiment was conducted to identify which kind of decisional guidance (suggestive and informative guidance) and communication style (task-oriented vs social-oriented style) are the most appropriate for each type of shopping task (searching vs browsing task).

The findings show that when customers interact with chatbots, they will perceive higher cognitive fit if the chatbots provide them with suggestive guidance and communicate in a friendly style especially when they perform a searching task.

This study is the first attempt to understand the role of chatbots as a decision aid to customers using the communicative language. This study also tries to explore the cognitive fit theory in a novel way, and we propose the information presentation in forms of communicative language rather than matrices, tables and graphs.

Electronic government (e-government) has been suggested as an important tool to improve public services and enhance citizens’ trust in government. Several studies have examined the relationship between e-government service quality, satisfaction and trust in government with conflicting results. This conflict reveals the need for additional examination of the process relating e-government service quality to trust in government. This study aims to introduce a theoretical approach that considers a crucial factor, which is perceived government effort. The model proposes that perceived e-government service quality first leads to satisfaction, which in turn increases perceived effort that finally translates into trust in government.

This study proposes and tests a conceptual model that examines the relationship between e-government service quality, satisfaction, perceived effort and trust in government. The model is tested using mediated regression analyses and Hayes’s PROCESS macro. Data were collected from an online survey of 723 individuals who interacted with e-government services in Kuwait.

The results supported the proposed theoretical model and particularly confirmed the mediating role of perceived effort in the link between e-government service quality and trust in government.

The findings improve the understanding of the behavioral process linking satisfaction with citizen’s trust in the government.

The model introduces a crucial yet previously overlooked factor to the trust-building effect of e-government, which is perceived effort. This factor is particularly important in electronic services that inherently lack face-to-face interaction between citizens and government representatives.

The purpose of this paper is to compare the effects of organizational and technological barriers to knowledge sharing between large and small firms through the lens of attribution theory.

The structural equation modeling approach was applied to estimate the conceptual model by using survey data from a list of Taiwan’s top 1,000 manufacturing and 500 service companies. A total of 229 valid questionnaires were collected.

The empirical results show that both organizational and technological barriers have relationships with an individual’s effort and ability with regard to knowledge sharing behavior. When organizational barriers occur, the perceived lack of effort has a direct effect on knowledge sharing behavior for large firms, while negative sharing behavior among employees of small firms is influenced by the perception of low ability through the perceived lack of effort.

A review of the literature reveals organizational and technological barriers that lead to the negative influences of internal attributions on knowledge sharing. This study, therefore, contributes to a comprehensive perspective on how to encourage knowledge sharing behavior at different sizes of firms.

One shift in the retail landscape is the workload transfer from the retailer to the consumer. This study aims to explore consumer perceived effort and the consequences of this workload transfer.

Two scenario-based experiments were conducted. Partial least squares modeling was implemented on the experimental survey data to explore how different dimensions of effort (i.e. mental, physical and emotional) and surface acting contribute to perceptions of effort and value.

Surface acting increases consumer effort perceptions. Consumers’ value perceptions decline as perceived effort increases. Effort perceptions attenuate when consumers have a choice. The paper also brings attention to the shortcomings in the current conceptualization of surface acting and perceived effort, and reconceptualizes effort as a formative construct.

This paper cautions marketers about the potential negative implications of shadow work. Service marketers should provide a choice between face-to-face (F2F) and self-service technologies whenever possible. In addition, marketers should develop and implement strategies for reducing consumer surface acting.

This study includes an extended conceptualization and new operationalization of consumer surface acting, revised thinking about measuring consumer effort and a unique approach to accounting for effort perceptions of traditional F2F service vs SST.