Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality

Item Type Journal paper
Abstract Confronted with increasing digitalization, service firms are challenged to sustain customer loyalty. A promising means to do so is to leverage the digital presence of service employees on their website. A large-scale field study and several experimental studies show that the digital presence of service employees on the firm website increases current website service quality perceptions and positively shapes memories related to employee service quality perceptions from past service encounters. Both effects indirectly increase customer loyalty and, in turn, financial performance, and are amplified by employee accessibility and a service firm’s customer orientation. The authors examine further boundary conditions for the memory process: only service employees evoke the beneficial spillover effect to employee service quality perceptions, and the spillover effect does not generalize to evaluations of product quality. Remarkably, an employee’s digital presence, although factually unrelated, augments customer perceptions of service employees’ competence and commitment and thus strengthens rather than erodes service employees’ role in customer–firm relationships. Theoretical and managerial implications deepen the understanding of how to add a human touch to digital channels.
Authors Herhausen, Dennis; Emrich, Oliver; Grewal, Dhruv; Kipfelsberger, Petra & Schögel, Marcus
Journal or Publication Title Journal of Marketing Research
Language English
Subjects business studies
social sciences
HSG Classification contribution to scientific community
Refereed Yes
Date 15 July 2020
Publisher Sage Journals
Volume 57
Number 5
Page Range 917-936
Publisher DOI https://doi.org/10.1177/0022243720934863
Depositing User Prof. Dr. Petra Kipfelsberger
Date Deposited 17 Sep 2020 11:28
Last Modified 20 Jul 2022 17:43
URI: https://www.alexandria.unisg.ch/publications/261025

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Herhausen, Dennis; Emrich, Oliver; Grewal, Dhruv; Kipfelsberger, Petra & Schögel, Marcus (2020) Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality. Journal of Marketing Research, 57 (5). 917-936.

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https://www.alexandria.unisg.ch/id/eprint/261025
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