Access the full text.
Sign up today, get DeepDyve free for 14 days.
This paper aims to explore the physical attractiveness stereotype in service encounters. Specifically, this paper examines how physical attractiveness affects a customer’s response and whether a customer’s social interaction anxiety and the consumption situation moderate this relationship.Design/methodology/approachThree experiments were used to test hypotheses. Participants were subject to scenarios of varying levels of physical attractiveness (more vs less), social interaction anxiety (high vs low) and consumption situation (private vs public). Customer participation intention and citizenship behavior were measured along scales.FindingsThe results indicate that the physical attractiveness of service providers positively affects customer citizenship behavior, and customer participation intention mediates this relationship. However, the effect only exists for a customer with low social interaction anxiety or presents itself under public consumption conditions.Research limitations/implicationsThis work paints a more nuanced picture of missing links in the understanding of the influence of service providers’ physical attractiveness. It enriches the physical attractiveness stereotype literature by identifying the mediating role of customer participation intention while bounding the relationship within conditions related to a customer’s social interaction anxiety and the service consumption situation.Practical implicationsManagement may alter the performance of service employees by considering the employee’s physical attractiveness and gauging customer social interaction anxiety while keeping in mind the consumption situation.Originality/valueThis study advances physical attractiveness stereotype research by examining its effect on customer participation intention and citizenship behavior in the service industry. Additionally, this study adds customer social interaction anxiety and consumption situation to the existing literature that addresses employee factors affecting customer behavior.
Journal of Services Marketing – Emerald Publishing
Published: Jul 8, 2019
Keywords: Service encounter; Customer citizenship behaviour; Consumption situation; Physical attractiveness; Social interaction anxiety
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Reference ManagersExport to EndNote
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.