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It takes two to tango: The role of customer empathy and resources to improve the efficacy of frontline employee empathy

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  • Ngo, Liem Viet
  • Nguyen, Thi Nguyet Que
  • Tran, Nam The
  • Paramita, Widya

Abstract

This study investigates the link between employee empathy and customer satisfaction. Building on social exchange theory, we develop a model of employee-customer empathy. We focus on the central role of customer-oriented behaviour in explaining the empathy-satisfaction relationship, predicting that employee empathy positively influences customer-oriented behaviour, which in turn enhances customer-satisfaction. We also examine the moderating roles of customer empathy, as well as of customer resources. Results of a dyadic-survey study of 211 pairs of frontline employees and their customers support the proposed moderated -mediation model. Theoretical and practical implications are discussed.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s096969891930949x
    DOI: 10.1016/j.jretconser.2020.102141
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