Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement
Yi Zhang, Jingyi Zhao Department of Economics and Management, Shanghai Institute of Technology, Shanghai, People’s Republic of ChinaCorrespondence: Yi Zhang, Department of Economics and Management, Shanghai Institute of Technology, No. 120 Caobao Road, Shanghai, People’s Republic of China, Tel +86 1...
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| Format: | Article |
| Language: | English |
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Dove Medical Press
2023-04-01
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| Series: | Psychology Research and Behavior Management |
| Subjects: | |
| Online Access: | https://www.dovepress.com/research-on-mechanisms-of-customer-oriented-deviance-on-brand-trust-th-peer-reviewed-fulltext-article-PRBM |
| _version_ | 1827973243478212608 |
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| author | Zhang Y Zhao J |
| author_facet | Zhang Y Zhao J |
| author_sort | Zhang Y |
| collection | DOAJ |
| description | Yi Zhang, Jingyi Zhao Department of Economics and Management, Shanghai Institute of Technology, Shanghai, People’s Republic of ChinaCorrespondence: Yi Zhang, Department of Economics and Management, Shanghai Institute of Technology, No. 120 Caobao Road, Shanghai, People’s Republic of China, Tel +86 13564864307, Email km0513@sina.comBackgrounds and Aims: In the era of the service economy, the personalized needs of customers are increasing rapidly. It often occurs that frontline employees bend organizational rules to help customers. The study sought to explore the influence mechanism of specific dimensions of customer-oriented deviance on brand trust from the customer’s perspective, examine the mediating role of perceived benefits and perceived uncertainty, and the moderating role of customer involvement in the process.Methods: We conducted an online survey study in China from May 1 to 20, 2022. We use online survey questionnaire technique and random sampling method for data collection. Participants anonymously completed the measures of customer-oriented deviance scale, perceived benefits scale, perceived uncertainty scale, brand trust scale, and customer involvement scale.Results: The results show that deviant service adaptation and deviant use of resources positively affect brand trust through the mediation of perceived benefits. In contrast, deviant service communication has a negative effect on brand trust through the mediation of perceived uncertainty. Furthermore, customer involvement plays a negative moderating role in the relationship between deviant service adaptation, deviant use of resources, and perceived benefits. Customer involvement plays a negative moderating role in the relationship between deviant service communication and perceived uncertainty.Conclusion: Current results demonstrated that there is a double-edged sword effect of deviant customer-oriented behaviors on brand trust. Deviant service adaptation and deviant use of resources positively affect perceived benefits, and perceived benefits positively affect brand trust. Deviant service communication positively affects perceived uncertainty, and perceived uncertainty negatively affects brand trust. Customer involvement plays a negative moderating role in the above processes. This study enriches the study of customer psychological states of customer-oriented deviance, which helps managers use organizational resources rationally to guide and control different types of deviant customer-oriented behaviors effectively. It provides inspiration and references for management practice.Keywords: customer-oriented deviance, perceived benefits, perceived uncertainty, brand trust, customer involvement |
| first_indexed | 2024-04-09T19:32:50Z |
| format | Article |
| id | doaj.art-0406d6effb6341df828f9fc65086380e |
| institution | Directory Open Access Journal |
| issn | 1179-1578 |
| language | English |
| last_indexed | 2024-04-09T19:32:50Z |
| publishDate | 2023-04-01 |
| publisher | Dove Medical Press |
| record_format | Article |
| series | Psychology Research and Behavior Management |
| spelling | doaj.art-0406d6effb6341df828f9fc65086380e2023-04-04T20:11:33ZengDove Medical PressPsychology Research and Behavior Management1179-15782023-04-01Volume 161063107782779Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer InvolvementZhang YZhao JYi Zhang, Jingyi Zhao Department of Economics and Management, Shanghai Institute of Technology, Shanghai, People’s Republic of ChinaCorrespondence: Yi Zhang, Department of Economics and Management, Shanghai Institute of Technology, No. 120 Caobao Road, Shanghai, People’s Republic of China, Tel +86 13564864307, Email km0513@sina.comBackgrounds and Aims: In the era of the service economy, the personalized needs of customers are increasing rapidly. It often occurs that frontline employees bend organizational rules to help customers. The study sought to explore the influence mechanism of specific dimensions of customer-oriented deviance on brand trust from the customer’s perspective, examine the mediating role of perceived benefits and perceived uncertainty, and the moderating role of customer involvement in the process.Methods: We conducted an online survey study in China from May 1 to 20, 2022. We use online survey questionnaire technique and random sampling method for data collection. Participants anonymously completed the measures of customer-oriented deviance scale, perceived benefits scale, perceived uncertainty scale, brand trust scale, and customer involvement scale.Results: The results show that deviant service adaptation and deviant use of resources positively affect brand trust through the mediation of perceived benefits. In contrast, deviant service communication has a negative effect on brand trust through the mediation of perceived uncertainty. Furthermore, customer involvement plays a negative moderating role in the relationship between deviant service adaptation, deviant use of resources, and perceived benefits. Customer involvement plays a negative moderating role in the relationship between deviant service communication and perceived uncertainty.Conclusion: Current results demonstrated that there is a double-edged sword effect of deviant customer-oriented behaviors on brand trust. Deviant service adaptation and deviant use of resources positively affect perceived benefits, and perceived benefits positively affect brand trust. Deviant service communication positively affects perceived uncertainty, and perceived uncertainty negatively affects brand trust. Customer involvement plays a negative moderating role in the above processes. This study enriches the study of customer psychological states of customer-oriented deviance, which helps managers use organizational resources rationally to guide and control different types of deviant customer-oriented behaviors effectively. It provides inspiration and references for management practice.Keywords: customer-oriented deviance, perceived benefits, perceived uncertainty, brand trust, customer involvementhttps://www.dovepress.com/research-on-mechanisms-of-customer-oriented-deviance-on-brand-trust-th-peer-reviewed-fulltext-article-PRBMcustomer-oriented devianceperceived benefitsperceived uncertaintybrand trustcustomer involvement |
| spellingShingle | Zhang Y Zhao J Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement Psychology Research and Behavior Management customer-oriented deviance perceived benefits perceived uncertainty brand trust customer involvement |
| title | Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement |
| title_full | Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement |
| title_fullStr | Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement |
| title_full_unstemmed | Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement |
| title_short | Research on Mechanisms of Customer-Oriented Deviance on Brand Trust: The Mediating Roles of Perceived Benefit / Uncertainty and the Moderating Role of Customer Involvement |
| title_sort | research on mechanisms of customer oriented deviance on brand trust the mediating roles of perceived benefit uncertainty and the moderating role of customer involvement |
| topic | customer-oriented deviance perceived benefits perceived uncertainty brand trust customer involvement |
| url | https://www.dovepress.com/research-on-mechanisms-of-customer-oriented-deviance-on-brand-trust-th-peer-reviewed-fulltext-article-PRBM |
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