IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v98y2019icp250-260.html
   My bibliography  Save this article

“Paying it forward: The reciprocal effect of superior service on charity at checkout”

Author

Listed:
  • Obeng, Efua
  • Nakhata, Chinintorn
  • Kuo, Hsiao-Ching

Abstract

Although donation requests at checkout have become commonplace, much remains to be learned about the store-level factors that impact shoppers' donation behaviors. This research, in part, fills this gap by studying the relationship between superior retail service and shoppers' willingness to donate at checkout. Drawing from social exchange theory, we hypothesize and show that shoppers who believe that they experienced superior service are grateful to retailers and reciprocate their gratitude by being more willing to donate at checkout than are other shoppers. We also identify two important boundary conditions by showing that the impact of superior service is weakened significantly when shoppers doubt the authenticity of the superior service or when they are asked to donate to victims of tragedies (e.g., a mass shooting).

Suggested Citation

  • Obeng, Efua & Nakhata, Chinintorn & Kuo, Hsiao-Ching, 2019. "“Paying it forward: The reciprocal effect of superior service on charity at checkout”," Journal of Business Research, Elsevier, vol. 98(C), pages 250-260.
    • Handle: RePEc:eee:jbrese:v:98:y:2019:i:c:p:250-260
    DOI: 10.1016/j.jbusres.2019.02.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319300931
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.02.003?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. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 454-462, March.
    2. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    3. Andrea C. Morales, 2005. "Giving Firms an "E" for Effort: Consumer Responses to High-Effort Firms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 806-812, March.
    4. Hakkyun Kim & Akshay R. Rao & Angela Y. Lee, 2009. "It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 877-889, April.
    5. 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.
    6. Bernhardt, Kenneth L. & Donthu, Naveen & Kennett, Pamela A., 2000. "A Longitudinal Analysis of Satisfaction and Profitability," Journal of Business Research, Elsevier, vol. 47(2), pages 161-171, February.
    7. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    8. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    9. d'Astous, Alain, 2000. "Irritating Aspects of the Shopping Environment," Journal of Business Research, Elsevier, vol. 49(2), pages 149-156, August.
    10. Huang, Min-Hsin, 2015. "The influence of relationship marketing investments on customer gratitude in retailing," Journal of Business Research, Elsevier, vol. 68(6), pages 1318-1323.
    11. Khare, Adwait & Labrecque, Lauren I. & Asare, Anthony K., 2011. "The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings," Journal of Retailing, Elsevier, vol. 87(1), pages 111-126.
    12. Chebat, Jean-Charles & Filiatrault, Pierre & Gelinas-Chebat, Claire & Vaninsky, Alexander, 1995. "Impact of waiting attribution and consumer's mood on perceived quality," Journal of Business Research, Elsevier, vol. 34(3), pages 191-196, November.
    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. Hepworth, Adam & Young Lee, Na & Zablah, Alex R., 2021. "Feeling anxious: The dark side of checkout charity solicitations," Journal of Business Research, Elsevier, vol. 136(C), pages 330-342.
    2. Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    3. Min Chung Han, 2022. "Would you like to donate your reward points today? Mental accounting and checkout charity," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 533-553, September.
    4. Nguyen, Cathy & Faulkner, Margaret & Yang, Song & Williams, John & Tong, Luqiong, 2022. "Mind the gap: Understanding the gap between intentions and behaviour in the charity context," Journal of Business Research, Elsevier, vol. 148(C), pages 216-224.

    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. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    2. Blattberg, Robert C. & Malthouse, Edward C. & Neslin, Scott A., 2009. "Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 157-168.
    3. Houston, Lawrence & Grandey, Alicia A. & Sawyer, Katina, 2018. "Who cares if “service with a smile” is authentic? An expectancy-based model of customer race and differential service reactions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 144(C), pages 85-96.
    4. Guo, Chiquan & Wang, Yong J. & Metcalf, Ashley, 2014. "How to calibrate conventional market-oriented organizational culture in 21st century production-centered firms? A customer relationship perspective," International Journal of Production Economics, Elsevier, vol. 156(C), pages 235-245.
    5. Yingtao Shen & Shenyu Li & Michelle DeMoss, 2012. "The Effect Of Quantitative Electronic Word Of Mouth On Consumer Perceived Product Quality," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 19-29.
    6. Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    7. Liu, Stephanie Q. & Bogicevic, Vanja & Mattila, Anna S., 2018. "Circular vs. angular servicescape: “Shaping” customer response to a fast service encounter pace," Journal of Business Research, Elsevier, vol. 89(C), pages 47-56.
    8. Alt, Elisabeth & Gelbrich, Katja, 2009. "Beschwerdebehandlung und Nachbeschwerdeverhalten im interkulturellen Kontext," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 1, number 12009, September.
    9. Ashutosh Tiwari & Timothy J. Richards, 2016. "Social Networks and Restaurant Ratings," Agribusiness, John Wiley & Sons, Ltd., vol. 32(2), pages 153-174, April.
    10. Dongho Yoo & Jieun Lee, 2018. "The Effects of Corporate Social Responsibility (CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support," Sustainability, MDPI, vol. 10(8), pages 1-16, August.
    11. Timmy H. Tseng & Shao-Hsun Chang & Yu-Min Wang & Yi-Shun Wang & Shin-jeng Lin, 2020. "An Empirical Investigation of the Longitudinal Effect of Online Consumer Reviews on Hotel Accommodation Performance," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    12. Ambrož Milan & Praprotnik Martina, 2008. "Organisational Effectiveness and Customer Satisfaction," Organizacija, Sciendo, vol. 41(5), pages 161-173, September.
    13. Richards, Timothy J. & Tiwari, Ashutosh, 2014. "Social Networks and Restaurant Choice," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166112, Agricultural and Applied Economics Association.
    14. Lee, Hyunjung Crystal & Chugani, Sunaina & Namkoong, Jae-Eun, 2022. "The role of entitlement and perceived resources in gratitude’s effect on materialism: Longitudinal and situational effects," Journal of Business Research, Elsevier, vol. 139(C), pages 993-1003.
    15. Ramakrishna Salagrama & Sanjeev Prashar & T. Sai Vijay, 2021. "Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 757-779, December.
    16. Bi, Qingqing, 2019. "Cultivating loyal customers through online customer communities: A psychological contract perspective," Journal of Business Research, Elsevier, vol. 103(C), pages 34-44.
    17. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    18. Namin Kim & EuiSik Cho & Youngchan Kim & Moonkyu Lee, 2009. "Developing an effective strategic mix of corporate philanthropy," The Service Industries Journal, Taylor & Francis Journals, vol. 31(7), pages 1049-1062, May.
    19. Fiona Cownie, 2017. "Gratitude and its drivers within higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 290-308, July.
    20. Arora, Swapan Deep & Chakraborty, Anirban, 2021. "Intellectual structure of consumer complaining behavior (CCB) research: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 122(C), pages 60-74.

    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:jbrese:v:98:y:2019:i:c:p:250-260. 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: http://www.elsevier.com/locate/jbusres .

    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.