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Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality

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  • Waseem Bahadur
  • Saira Aziz
  • Salman Zulfiqar

Abstract

This study investigates the indirect effect of employee empathy (EE) on customer loyalty (CL) and loyalty outcomes through intervening variables, i.e. customer affective commitment, perceived service quality, and customer satisfaction (CS). Associations between the constructs of the proposed model are examined in the context of employee–customer interactions. Data were collected through the online survey from 360 useable responses collected from active users of telecommunication services from the province of Anhui, China. To test the model, structural equation modeling was applied by using AMOS 21. The findings confirm the positive and indirect effect of EE on CL and loyalty outcomes (i.e. positive word-of-mouth and repurchase intentions). Results of the present study provide insights for the service sector, specifically telecommunication sector in order to increase CS and loyalty toward the services.

Suggested Citation

  • Waseem Bahadur & Saira Aziz & Salman Zulfiqar, 2018. "Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1491780-149, January.
    • Handle: RePEc:taf:oabmxx:v:5:y:2018:i:1:p:1491780
    DOI: 10.1080/23311975.2018.1491780
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    Cited by:

    1. Rakshit, Sandip & Mondal, Sandeep & Islam, Nazrul & Jasimuddin, Sajjad & Zhang, Zuopeng, 2021. "Social media and the new product development during COVID-19: An integrated model for SMEs," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    2. Rajeev Kumra & Praveen Kumar Sharma, 2022. "Mediating role of trust in the impact of perceived empathy and customer orientation on intention to continue relationship in Indian banks," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 372-386, December.
    3. Burlea-Schiopoiu, Adriana & Puiu, Silvia & Dinu, Adina, 2022. "The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    4. Liu, Dewen & Han, Shenghao & Zhang, Jieqiong, 2022. "The golden mean: Research on the mechanism of customer participation in employee service innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Ngo, Liem Viet & Nguyen, Thi Nguyet Que & Tran, Nam The & Paramita, Widya, 2020. "It takes two to tango: The role of customer empathy and resources to improve the efficacy of frontline employee empathy," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    6. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    7. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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