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.
|Referentgranskad vetenskaplig tidskrift||Journal of Retailing and Consumer Services|
|Status||Publicerad - 01.05.2016|
|MoE-publikationstyp||A1 Originalartikel i en vetenskaplig tidskrift|
- 512 Företagsekonomi