Researchers from University of Ljubljana Describe Findings in Service Management and Research (How Industry and Occupational Stereotypes Shape Consumers’ Trust, Value and Loyalty Judgments Concerning Service Brands): Economics – Service Management and Research

2021 NOV 24 (NewsRx) -- By a News Reporter-Staff News Editor at Insurance Daily News -- Data detailed on Economics - Service Management and Research have been presented. According to news originating from Ljubljana, Slovenia, by NewsRx correspondents, research stated, “Longitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty have decreased during the same period. This finding contradicts the trust-value-loyalty model (TVLM), which posits that higher satisfaction increases consumers’ trust, value and loyalty levels.”

Funders for this research include Slovenian Research Agency - Slovenia, School of Economics and Business, University of Ljubljana.

Our news journalists obtained a quote from the research from the University of Ljubljana, “To explain this counterintuitive trend, this study draws on models of trust formation to integrate the stereotype content model and the TVLM. It argues that consumers’ occupational and industry stereotypes influence their trust, value and loyalty judgments through their trusting beliefs regarding frontline employees and management practices/policies. Design/methodology/approach The study was conducted among 476 consumers who were randomly assigned to one of five service industries (apparel retail, airlines, hotels, health insurance or telecommunications services) and asked to rate their current service provider from that industry. The results suggest that both occupational and industry stereotypes influence consumers’ trusting beliefs and trust judgments, although only the effects of industry stereotypes are transferred to consumers’ loyalty judgments. Research limitations/implications The results of the study indicate that industry stereotypes have become increasingly negative over the last decades, which has a dampening effect on the positive effects of satisfaction. Practical implications This study provides guidelines for practitioners regarding the management of frontline employees and the development of consumer trust, value and loyalty. Originality/value This is the first study to propose and test an explanation for the counterintuitive trend concerning customer satisfaction, trust and loyalty.”

According to the news editors, the research concluded: “It is also the first to examine the roles of multiple stereotypes in the relationship between consumers and service providers.”

This research has been peer-reviewed.

For more information on this research see: How Industry and Occupational Stereotypes Shape Consumers’ Trust, Value and Loyalty Judgments Concerning Service Brands. Journal of Service Management, 2021;32(6):92-113. Journal of Service Management can be contacted at: Emerald Group Publishing Ltd, Howard House, Wagon Lane, Bingley BD16 1WA, W Yorkshire, England. (Emerald Group Publishing - www.emeraldinsight.com; Journal of Service Management - http://www.emeraldinsight.com/journals.htm?issn=1757-5818)

The news correspondents report that additional information may be obtained from Petar Gidakovic, University of Ljubljana, Research Center, School of Economics and Business, Ljubljana, Slovenia.

The direct object identifier (DOI) for that additional information is: https://doi.org/10.1108/JOSM-12-2020-0447. This DOI is a link to an online electronic document that is either free or for purchase, and can be your direct source for a journal article and its citation.

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