Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 509307
Title The influence of service employees and other customers on customer unfriendliness : a social norms perspective
Author(s) Albrecht, Arne K.; Walsh, Gianfranco; Brach, Simon; Gremler, Dwayne D.; Herpen, Erica van
Source Journal of the Academy of Marketing Science 45 (2017)6. - ISSN 0092-0703 - p. 827 - 847.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2017
Keyword(s) Customer to customer influence - Descriptive norm - Identification - Injunctive norm - Social influence - Unfriendliness

This research investigates the influence that social sources in the service environment exert on customer unfriendliness. Drawing on social norms theory, the authors demonstrate that descriptive norms (i.e., what most people are perceived to be doing in a certain situation), in the form of unfriendliness by service employees and fellow customers, predicts customers’ unfriendliness toward employees. Injunctive norms (i.e., beliefs about which behaviors are approved by important others) and identification with fellow customers exert moderating effects. Specifically, strong injunctive norms can buffer the effect of descriptive norms. Furthermore, fellow customers influence a customer’s unfriendliness only if he or she identifies either very strongly or very weakly with them. By clarifying the role of norms in service encounters, this study provides insights on when unfriendly customer behavior is likely to occur. Managerial implications for companies who want to diminish customer unfriendliness are discussed.

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