Service with improper requests: How fellow customers interpret Employee's judgment call

Zhou, Lanlan; Gao, Min; Kou, Yan; Yang, Jian

doi:10.1016/j.jretconser.2021.102647

Cited by 5 publications

(2 citation statements)

References 41 publications

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“…, 2017). In the same vein, customers perceive service employees who accept an improper request as warmer but less competent than those who reject the request (Zhou et al. , 2021a).…”

Section: The Application Of the Scm In Marketingmentioning

confidence: 99%

“…Likely, in service marketing, a big smile from a service staff can increase the perception of warmth, especially for promotion-focus consumers, or in low-risk consumption situations; however, such smile decreases the competence perception, especially for prevention-focus consumers or in high-risk consumption situations (Wang et al, 2017). In the same vein, customers perceive service employees who accept an improper request as warmer but less competent than those who reject the request (Zhou et al, 2021a). In addition, consumers perceive employees as warmer when attributing their service performance to perseverance rather than talent (Leung et al, 2020).…”

Section: Meso-level: Corporate Imagementioning

confidence: 99%

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Application of the stereotype content model in marketing: a three-level review and future research

Guo

Liu

Zhang

2022

JCMARS

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PurposeThe aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image) and micro (service providers, brands, advertising and promotions) levels.Design/methodology/approachThis paper collects, reviews and summarizes the relevant literature, and prospects future research directions from three levels on this research topic.FindingsFirst, the authors contend that competence primacy popularizes in the early work but warmth becomes more influential recently. Second, they identify and discuss two doubts of the SCM in marketing, namely the moral dimension and the link between brands as intentional agents framework (BIAF) and the brand personality theory. Finally, they suggest several research avenues for the use of SCM in marketing research, including research on nation branding, emerging global brands and Confucianist cultures at macro level, artificial intelligence and warmth-as-competence strategy at meso-level, and brand personality and the brand animal logo at micro level.Originality/valueAs an established framework in social psychology, the SCM has been increasingly applied in marketing research and a literature review in this light appears timely. This paper conducts for the first time a comprehensive review of the SCM in the marketing field on three levels, projects promising research directions, and thus contributes to the academia of marketing.

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“…, 2017). In the same vein, customers perceive service employees who accept an improper request as warmer but less competent than those who reject the request (Zhou et al. , 2021a).…”

Section: The Application Of the Scm In Marketingmentioning

confidence: 99%