How industry and occupational stereotypes shape consumers' trust, value and loyalty judgments concerning service brands

Abstract

PurposeLongitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty have decreased during the same period. This finding contradicts the trust–value–loyalty model (TVLM), which posits that higher satisfaction increases consumers' trust, value and loyalty levels. To explain this counterintuitive trend, this study draws on models of trust formation to integrate the stereotype content model and the TVLM. It argues that consumers' occupational and industry stereotypes influence their trust, value and loyalty judgments through their trusting beliefs regarding frontline employees and management practices/policies.Design/methodology/approachThe study was conducted among 476 consumers who were randomly assigned to one of five service industries (apparel retail, airlines, hotels, health insurance or telecommunications services) and asked to rate their current service provider from that industry.FindingsThe results suggest that both occupational and industry stereotypes influence consumers' trusting beliefs and trust judgments, although only the effects of industry stereotypes are transferred to consumers' loyalty judgments.Research limitations/implicationsThe results of the study indicate that industry stereotypes have become increasingly negative over the last decades, which has a dampening effect on the positive effects of satisfaction.Practical implicationsThis study provides guidelines for practitioners regarding the management of frontline employees and the development of consumer trust, value and loyalty.Originality/valueThis is the first study to propose and test an explanation for the counterintuitive trend concerning customer satisfaction, trust and loyalty. It is also the first to examine the roles of multiple stereotypes in the relationship between consumers and service providers.

Impacts of service quality, brand image, and perceived value on outpatient’s loyalty to China’s private dental clinics with service satisfaction as a mediator

“…Patient loyalty, a behavioral intention or action to repurchase a preferred product or service consistently, is regarded as a key element of the business success of healthcare service providers [ 1 – 25 ]. In recent years, the Chinese government has gradually privatized healthcare services.…”

“…Considering that health services in China are undergoing privatization, this study explores the effects and influence paths of service quality, brand image, perceived value, and service satisfaction on outpatients’ loyalty to China’s private dental clinics. This study aims to make a contribution in the literature discussing trust-value-loyalty model (TVLM) [ 25 ] and customers in the private health service agencies. In addition, the findings of this study contribute to improving the outpatients’ loyalty in China’s private dental clinics.…”

Frontline employees' performance in the financial services industry: the significance of trust, empathy and consumer orientation

“…However, longitudinal and multiindustry surveys show that while customer satisfaction has increased over the past 15 years (American Customer Satisfaction Index, 2019), consumers' trust (Edelman, 2020;Rajavi et al, 2019) and loyalty (Dawes et al, 2015;Evanschitzky et al, 2020) levels have decreased. We now recognize that there is a need to investigate factorsother than their satisfaction -that influence consumers' trust (Gidakovic and Zabkar, 2021). Our results may also be helpful to policymakers and managers in a wide range of industries especially the banking industry, prompting them to adopt approaches and strategies designed to increase consumers' trust and frontline employees' performance.…”

“…, 2020) levels have decreased. We now recognize that there is a need to investigate factors – other than their satisfaction –that influence consumers' trust (Gidakovic and Zabkar, 2021). Our results may also be helpful to policymakers and managers in a wide range of industries especially the banking industry, prompting them to adopt approaches and strategies designed to increase consumers' trust and frontline employees' performance.…”

Linking customized logistics service in online retailing with E-satisfaction and E-loyalty

“…8 Prior studies have revealed that customer satisfaction positively influences customer loyalty. [34][35][36][37][38] In the online market, if customers are satisfied with a transaction, they perceive that they are getting a greater value than they would get from the online retailer's competitor. 39 Further, they will be more likely to come back to the online retailer's website and make a purchase again and to recommend the online retailer to other potential customers.…”