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The effect of frontline employees’ personal self-disclosure on consumers’ encounter experience

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  • Andersson, Pernille K.
  • Gustafsson, Anders
  • Kristensson, Per
  • Wästlund, Erik

Abstract

The purpose of this paper is to investigate how frontline employee self-disclosure influences consumers’ reciprocal behavior. To investigate the effects of frontline employee self-disclosure, two experiments were conducted with a total sample of 475 participants. The results show that when frontline employees disclose personal information in one-time encounters, they are perceived as less competent and more superficial. The results also show that self-disclosure negatively affects reciprocal behavior, but that this is mediated through liking, competence, superficiality, and satisfaction. These findings suggest that it is not always beneficial for employees to use self-disclosure as a strategy for garnering a consumer's trust or satisfaction, which counters previous research that suggest that disclosure of personal information is a good way to positively influence consumers in the retail environment.

Suggested Citation

  • Andersson, Pernille K. & Gustafsson, Anders & Kristensson, Per & Wästlund, Erik, 2016. "The effect of frontline employees’ personal self-disclosure on consumers’ encounter experience," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 40-49.
    • Handle: RePEc:eee:joreco:v:30:y:2016:i:c:p:40-49
    DOI: 10.1016/j.jretconser.2015.12.004
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    References listed on IDEAS

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    Cited by:

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    3. Lucia-Palacios, Laura & Pérez-López, Raúl & Polo-Redondo, Yolanda, 2020. "How situational circumstances modify the effects of frontline employees’ competences on customer satisfaction with the store," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    4. Dutton, Hilary & Deane, Kelsey L. & Bullen, Pat, 2020. "Opening up: An exploration of youth mentor self-disclosure using laboratory-based direct observation," Children and Youth Services Review, Elsevier, vol. 108(C).
    5. AlRabiah, Sara & Marder, Ben & Marshall, David & Angell, Rob, 2022. "Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns," Journal of Business Research, Elsevier, vol. 152(C), pages 93-105.
    6. Tran, Thi Thanh Huong & Robinson, Kate & Paparoidamis, Nicholas G., 2022. "Sharing with perfect strangers: The effects of self-disclosure on consumers’ trust, risk perception, and behavioral intention in the sharing economy," Journal of Business Research, Elsevier, vol. 144(C), pages 1-16.
    7. Arditto, Luis & Cambra-Fierro, Jesús J. & Fuentes-Blasco, María & Jaraba, Ana Olavarría & Vázquez-Carrasco, Rosario, 2020. "“How does customer perception of salespeople influence the relationship? A study in an emerging economyâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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