Does Service Employee Arrogance Discourage Sales of Luxury Brands in Emerging Economies
Does Service Employee Arrogance Discourage Sales of Luxury Brands in Emerging Economies
复制标题
DOI：
10.1002/mar.20655
复制
发表时间：
2013-10
影响因子：
6.7
通讯作者：
Xuehua Wang;C. Chow;C. Luk
中科院分区：
文献类型：
--
作者：
Xuehua Wang;C. Chow;C. Luk
销售西方发达国家奢侈品牌的Upscalex商店在许多新兴市场都有很强的影响力。然而，发现这些商店的服务员工傲慢和不热情的情况并不少见。本文采用双重态度的视角来说明服务员工的傲慢如何影响新兴市场消费者对奢侈品牌的态度和购买意愿。实验结果表明，傲慢会产生双重态度，积极的内隐态度比消极的外显态度对购买意愿的影响更大。此外，对于自尊心高的顾客，服务人员的傲慢对其购买意愿有负向影响。根据期望失验模型，当服务人员改变傲慢态度，随后表现出热情好客时，顾客也会改变他们的期望。当服务改善程度超过顾客期望时，顾客的外显态度会转向正面，并对购买意愿产生更大的影响。
Upscalex stores selling luxury brands from Western, developed countries are having a strong presence in many emerging markets. However, it is not uncommon to find that the service employees of these stores are arrogant and inhospitable. This article uses a dual attitudes perspective to show how service employee arrogance affects customers’ attitudes and purchase intentions toward luxury brands in emerging markets. Experimental findings show that arrogance produces dual attitudes, with positive implicit attitudes exerting a stronger influence than unfavorable explicit attitudes on purchase intentions. In addition, for customers with high self-esteem, service employee arrogance has a negative effect on their purchase intentions. In line with the expectation disconfirmation model, when service employees change their arrogant attitudes and subsequently show hospitality, customers also change their expectations. When the improved service exceeds customers’ expectations, their explicit attitudes turn positive and exert a stronger influence on purchase intentions than when service employees are consistently hospitable.