The influence of frontline employee self‐disclosure about products in a retail store on customer trust in the retailer in the context of service encounters

Author:

Park Jihye1,Yi Youjae1ORCID

Affiliation:

1. Department of Marketing, College of Business Administration Seoul National University Gwanak‐gu Seoul Korea

Abstract

AbstractThe current research investigates how customers respond to self‐disclosure by frontline employees in the service encounter context of retailing. Three scenario‐based experiments demonstrate that self‐disclosure by frontline employees related to the promoted products in a retail store has a beneficial impact on the trust which customers feel in the store. This effect is mediated by both perceived employee effort and intimacy toward employees. However, this self‐disclosure effect is mitigated when customers perceive strong persuasive intent via persuasive attempts by employees. From a practical viewpoint, our investigations offer applicable tactics for producing desired outcomes regarding relational benefits (i.e., trust) during service encounters.

Publisher

Wiley

Subject

Marketing,Applied Psychology

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