IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v68y2022ics0969698922000984.html
   My bibliography  Save this article

Why does service inclusion matter? The effect of service exclusion on customer indirect misbehavior

Author

Listed:
  • Gong, Xiushuang
  • Wang, Hanwen
  • Zhang, Xiadan
  • Tian, Hui

Abstract

In recent years, there has been much conceptual work calling for research on transformative service, and service inclusion in particular. However, quantitative studies focusing on service inclusion are scant, and little is known about customer responses to the opposite of service inclusion, i.e. service exclusion. Taking a transformative research perspective, this study advances the service inclusion literature by focusing on service exclusion and its downstream consequences. We first build the causal link between service exclusion (vs. inclusion) and customer indirect misbehavior, reveal the underlying mechanism, and further identify negative reciprocity beliefs as a boundary condition. The results of three studies suggest that customers who experience service exclusion (vs. inclusion) are more likely to engage in indirect misbehavior (Study 1), and that this effect is mediated by perceived need threat (Study 2). Moreover, the basic effect holds true only for customers with strong negative reciprocity beliefs (Study 3). The findings of this research not only contribute to the literature on transformative services, service inclusion, and social exclusion, but also have managerial implications for marketing practitioners in terms of creating an inclusive service system.

Suggested Citation

  • Gong, Xiushuang & Wang, Hanwen & Zhang, Xiadan & Tian, Hui, 2022. "Why does service inclusion matter? The effect of service exclusion on customer indirect misbehavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922000984
    DOI: 10.1016/j.jretconser.2022.103005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922000984
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.103005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Morgan K. Ward & Darren W. Dahl, 2014. "Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers' Desire for the Brand," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 590-609.
    2. Troebs, Cord-Christian & Wagner, Tillmann & Heidemann, F., 2018. "Transformative retail services: Elevating loyalty through customer well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 198-206.
    3. Anderson, Laurel & Ostrom, Amy L. & Corus, Canan & Fisk, Raymond P. & Gallan, Andrew S. & Giraldo, Mario & Mende, Martin & Mulder, Mark & Rayburn, Steven W. & Rosenbaum, Mark S. & Shirahada, Kunio & W, 2013. "Transformative service research: An agenda for the future," Journal of Business Research, Elsevier, vol. 66(8), pages 1203-1210.
    4. Khantimirov, Denis & Karande, Kiran & Ford, John, 2020. "Dissatisfaction after service failures as a realized transaction risk: Customer opportunism as a function of external and internal rewards," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Michael Palanski, 2012. "Forgiveness and Reconciliation in the Workplace: A Multi-Level Perspective and Research Agenda," Journal of Business Ethics, Springer, vol. 109(3), pages 275-287, September.
    6. Lei Su & Echo Wen Wan & Yuwei Jiang, 2019. "Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 808-824.
    7. Jayati Sinha & Fang-Chi Lu, 2019. "Ignored or Rejected: Retail Exclusion Effects on Construal Levels and Consumer Responses to Compensation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 791-807.
    8. James A. Mourey & Jenny G. Olson & Carolyn Yoon, 2017. "Products as Pals: Engaging with Anthropomorphic Products Mitigates the Effects of Social Exclusion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 414-431.
    9. Echo Wen Wan & Jing Xu & Ying Ding, 2014. "To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1109-1122.
    10. Long-Zeng Wu & Haina Zhang & Randy Chiu & Ho Kwan & Xiaogang He, 2014. "Hostile Attribution Bias and Negative Reciprocity Beliefs Exacerbate Incivility’s Effects on Interpersonal Deviance," Journal of Business Ethics, Springer, vol. 120(2), pages 189-199, March.
    11. Bolton, Lisa E. & Mattila, Anna S., 2015. "How Does Corporate Social Responsibility Affect Consumer Response to Service Failure in Buyer–Seller Relationships?," Journal of Retailing, Elsevier, vol. 91(1), pages 140-153.
    12. Xiao-Ling Jin & Zhongyun Zhou & Yiwei Tian, 2022. "A Configurational Analysis of the Causes of Consumer Indirect Misbehaviors in Access-Based Consumption," Journal of Business Ethics, Springer, vol. 175(1), pages 135-166, January.
    13. Rosenbaum, Mark S. & Montoya, Detra Y., 2007. "Am I welcome here? Exploring how ethnic consumers assess their place identity," Journal of Business Research, Elsevier, vol. 60(3), pages 206-214, March.
    14. Lei Su & Yuwei Jiang & Zhansheng Chen & C. Nathan DeWall, 2017. "Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 99-117.
    15. Sara Valentini & Chiara Orsingher & Alexandra Polyakova, 2020. "Customers’ emotions in service failure and recovery: a meta-analysis," Marketing Letters, Springer, vol. 31(2), pages 199-216, September.
    16. Fullerton, R. A. & Punj, G., 2004. "Repercussions of promoting an ideology of consumption: consumer misbehavior," Journal of Business Research, Elsevier, vol. 57(11), pages 1239-1249, November.
    17. Holmqvist, Jonas & Van Vaerenbergh, Yves & Lunardo, Renaud & Dahlén, Micael, 2019. "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use," Journal of Retailing, Elsevier, vol. 95(2), pages 115-129.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gong, Xiushuang & Zhang, Honghong, 2023. "You are being watched! Using anthropomorphism to curb customer misbehavior in access-based consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Tong, Xinjia & Chen, Yuangao & Zhou, Shasha & Yang, Shuiqing, 2022. "How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Raggiotto, Francesco & Compagno, Cristiana & Scarpi, Daniele, 2023. "Care management to improve retail customers' and employees’ satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Chen, Liuyan & Wu, Pengkun & Dou, Yudan & Wu, Yuanyuan, 2023. "Investigating senders’ switching intention to smart lockers: An extension of push-pull-mooring model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    5. Mortimer, Gary & Wang, Shasha & Osorio Andrade, María Lucila, 2023. "Measuring customer aggression: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Waites, Stacie F. & Stevens, Jennifer L. & Hancock, Tyler, 2023. "Trauma's effects on shopper choice confusion: The role of psychological hardiness and retailer strategies as mitigating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liu, Fu & Wei, Haiying & Zhu, Zhenzhong & Chen, Haipeng (Allan), 2022. "Warmth or competence: Brand anthropomorphism, social exclusion, and advertisement effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Xiaoming Fan, 2024. "The coldness of machines vs. the warmth of humans: social exclusion and compensatory consumption of handmade products," Italian Journal of Marketing, Springer, vol. 2024(3), pages 267-285, September.
    3. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Xueqin Wang & Yiik Diew Wong & Kum Fai Yuen, 2021. "Rise of ‘Lonely’ Consumers in the Post-COVID-19 Era: A Synthesised Review on Psychological, Commercial and Social Implications," IJERPH, MDPI, vol. 18(2), pages 1-22, January.
    5. Heesup Han & Antonio Ariza-Montes & Pilar Tirado-Valencia & Soyeun Lee, 2020. "Volunteering Attitude, Mental Well-Being, and Loyalty for the Non-Profit Religious Organization of Volunteer Tourism," Sustainability, MDPI, vol. 12(11), pages 1-16, June.
    6. Nguyen, Stephanie & Nicod, Lionel & Llosa, Sylvie, 2024. "Preventing bypass on sharing economy platforms: The impact of message framing on users’ bypass intention," Journal of Business Research, Elsevier, vol. 179(C).
    7. Akter, Shahriar & Babu, Mujahid Mohiuddin & Hossain, Md Afnan & Hani, Umme, 2022. "Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare," Journal of Business Research, Elsevier, vol. 140(C), pages 95-106.
    8. Ahyoung Yu & Seunghee Han, 2021. "Social Exclusion and Effectiveness of Self-Benefit versus Other-Benefit Marketing Appeals for Eco-Friendly Products," Sustainability, MDPI, vol. 13(9), pages 1-11, April.
    9. Lu Yang & Yuhuang Zheng & Rui Chen, 2021. "Who has a cushion? The interactive effect of social exclusion and gender on fixed savings," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1398-1415, December.
    10. Huang, Yu-Shan (Sandy) & Dootson, Paula, 2022. "Chatbots and service failure: When does it lead to customer aggression," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Rosenbaum, Mark S. & Ramirez, Germán Contreras & Kim, Kathy (Kawon), 2021. "From overt to covert: Exploring discrimination against homosexual consumers in retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    12. Edwards, Karen & Rosenbaum, Mark S. & Brosdahl, Deborah & Hughes, Patrick, 2018. "Designing retail spaces for inclusion," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 182-190.
    13. Wang, Wangshuai & Yi, Yanxi & Li, Jie & Sun, Gong & Zhang, Mo, 2022. "Lighting up the dark: How the scarcity of childhood resources leads to preferences for bright stimuli," Journal of Business Research, Elsevier, vol. 139(C), pages 1155-1164.
    14. Pieper, Nadine & Woisetschläger, David M., 2024. "Customer misbehavior in access-based mobility services: An examination of prevention strategies," Journal of Business Research, Elsevier, vol. 171(C).
    15. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    16. Xie, Yi & Chen, Ke & Guo, Xiaoling, 2020. "Online anthropomorphism and consumers’ privacy concern: Moderating roles of need for interaction and social exclusion," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    17. Ketron, Seth & Naletelich, Kelly, 2019. "Victim or beggar? Anthropomorphic messengers and the savior effect in consumer sustainability behavior," Journal of Business Research, Elsevier, vol. 96(C), pages 73-84.
    18. Rosenbaum, Mark S. & Russell-Bennett, Rebekah & Drennan, Judy, 2015. "Commercial friendships between gay sales associates and straight female customers in luxury settings: A proposed theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 179-186.
    19. Lages, Cristiana R. & Perez-Vega, Rodrigo & Kadić-Maglajlić, Selma & Borghei-Razavi, Niloofar, 2023. "A systematic review and bibliometric analysis of the dark side of customer behavior: An integrative customer incivility framework," Journal of Business Research, Elsevier, vol. 161(C).
    20. Jeremy D. Mackey & John D. Bishoff & Shanna R. Daniels & Wayne A. Hochwarter & Gerald R. Ferris, 2019. "Incivility’s Relationship with Workplace Outcomes: Enactment as a Boundary Condition in Two Samples," Journal of Business Ethics, Springer, vol. 155(2), pages 513-528, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922000984. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.