Moderating effect of discriminatory attributions on repatronage intentions

Baker, Thomas L.; Meyer, Tracy

doi:10.1016/j.jretconser.2012.01.002

Cited by 10 publications

(5 citation statements)

References 40 publications

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“…While these studies provide valuable insight, little remains known about how ethnicity impacts consumers' intent to comment on firm‐based social media posts. This is a noteworthy gap because previous research reveals ethnicity's key role in shaping consumer behavior (Baker & Meyer, 2012; Baker et al, 2008; Cowart & Lehnert, 2018; Grier & Deshpandé, 2001; Hirschman, 1980; Jamal, 2003; Keh et al, 2016; Yang et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Ethnicity's effect on social media‐based comment intention: Comparing minority and majority consumers

Bozkurt

Gligor

Hollebeek

2021

Psychology and Marketing

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Social media-based interactions between consumers and firms have received considerable attention in recent years. Despite significant interest in this phenomenon, little is known about how ethnicity impacts consumers' comment intention on social media. This is an important limitation, as ethnicity represents a significant driver of consumer behavior. Addressing this gap, we investigate whether minority (vs. majority) group consumers are more likely to publicly comment on a firm's social media post, when the majority of existing comments is made by ethnically similar consumers. We also explore whether perceived similarity affects these behaviors, and establish the moderating role of ethnic identity, social media usage intensity, and shared content ethnic association (vs. disassociation) in the proposed relationships.To explore these issues, we conduct two survey experiments. The findings reveal ethnicity as an important driver of consumers' intent to comment on firm-based social media posts. Specifically, compared to ethnic majority (i.e., Caucasian) consumers, ethnic minority (i.e., African American) consumers are more likely to comment on a social media post when most of the post's existing comments are made by ethnically similar consumers, owing to their perceived similarity to existing commenters. Moreover, consumers' ethnic identity, social media usage intensity level, and shared content associations play an important role in these relationships.

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Section: Introductionmentioning

confidence: 99%

Ethnicity's effect on social media‐based comment intention: Comparing minority and majority consumers

Bozkurt

Gligor

Hollebeek

2021

Psychology and Marketing

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“…Cohen et al (2020) established that a retail website that is inaccessible may be felt to be discriminatory toward the blind and low vision community, and that higher feelings of discrimination result in higher levels of avoidance behaviors. Baker and Meyer (2012) assert that in instances of a service failure thought to be discriminatory in nature, the failure is most often perceived as purposeful due to assumed controllability and causality by the service provider, resulting in a higher locus of responsibility. An abundance of information regarding website accessibility is available to retailers and website designers, so knowledge of the issues is nearly inescapable.…”

Section: Additional Theoretical Considerations For Hypotheses Develop...mentioning

confidence: 99%

How inaccessible retail websites affect blind and low vision consumers: their perceptions and responses

Cohen

Fresneda²,

Anderson³

2023

JSTP

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PurposeThis research seeks to fill a gap in the service and retailing marketplace experience literature as well as retailing practice by extending Attribution and Expectancy Disconfirmation Theories to the large and growing market of consumers with vision disabilities. It reveals how accessibility-related service failures with a retailer's website can lead to anti-firm reactions from blind and low vision consumers, including social media sharing, negative word-of-mouth (NWOM) and avoidance of the retailer's other sales channels even if they are accessible.Design/methodology/approachBlind respondents were recruited from national blindness organizations to participate in this study using a within-subjects design to test reactions to accessibility-related propositions in two different scenarios involving varying degrees of effort.FindingsIn both high- and low-effort conditions, an accessibility-related service failure leads to the anti-firm consequences of NWOM, social media sharing and avoidance of the retailer's sales channels. Additionally, blind and low vision consumers who also feel inaccessible websites are discriminatory develop stronger anti-firm attitudes toward the offending retailers. Further, we aver that the retailer's entire website including all its features, not just the homepage, should be made accessible to the growing market of vision-impaired consumers and thereby obtain substantial competitive advantages.Originality/valueThis research pertains to the service failure and recovery nomological network. It extends the existing paradigm to include accessibility-related service failures experienced by consumers with disabilities into the specialized category of discrimination-based service failures in instances where service recovery is not easily achieved. Empirical investigations of these experiences have been rare, despite the frequency with which they occur.

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“…However, there are relatively few studies that examine service providers’ diversity traits and how diversity traits influence the service experience (Baker & Kim, 2018) or recovery. This is important as both overt and covert acts of biases occur on a daily basis (Baker & Meyer, 2012), yet it is difficult to understand the role racial and gender biases play on customer perceptions.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

When Going Above and Beyond Meets Diversity: Are Service Recoveries Evaluated Based on Inference or Recognition?

Ma,

Baker,

Sean Kim

et al. 2023

Cornell Hospitality Quarterly

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Not all recoveries are successful. Previous research mostly focuses on employee service-recovery actions, while limited research examines how customers evaluate the interactions of employees’ diverse appearance features and their performance in service recoveries. To build upon the research gaps, this study examines the two processes of evaluation: inference-based and recognition-based evaluations. To do so, this research examines how service employees’ diversity features (e.g., gender and race) and their organizational citizenship behavior (OCB) performance influence customer evaluations of service recovery. Using a between-subjects experimental research design, the findings contribute to the diversity, service recovery, and OCB literature by adding new evidence on how recognition-based evaluations of employees’ appearances (gender and race) and inference-based evaluations of behaviors (OCB to customers) can affect customer perceptions of employee competence, trustworthiness, and dignity in service recoveries.

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Moderating effect of discriminatory attributions on repatronage intentions

Cited by 10 publications

References 40 publications

Ethnicity's effect on social media‐based comment intention: Comparing minority and majority consumers

Ethnicity's effect on social media‐based comment intention: Comparing minority and majority consumers

How inaccessible retail websites affect blind and low vision consumers: their perceptions and responses

When Going Above and Beyond Meets Diversity: Are Service Recoveries Evaluated Based on Inference or Recognition?

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