Article2021

Service authenticity and its effect on positive emotions

59 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Service and Product Innovation

Abstract

Purpose This paper aims to report that authenticity is a crucial factor in determining consumer behavior. To ensure that customers feel a sense of authenticity, service organizations and researchers must understand the factors that convey perceived authenticity. Therefore, this study uses multiple features of perceived service authenticity (i.e. continuity, consistency, uniqueness, talent, scarcity, honesty and traditional) and examines their effects on positive emotions in a traditional restaurant service context. Design/methodology/approach A total of 342 surveys were collected using a panel data service in China. This study examined the structural relationships among perceived service authenticity, positive emotions and revisit intention using AMOS. Additionally, a multigroup analysis was conducted to identify the moderating effect of individuals’ psychological traits (i.e. nostalgia proneness). Findings The results indicated that all service authenticity dimensions except continuity significantly enhance positive emotions. Furthermore, positive emotions significantly enhanced revisit intention. The results also revealed that nostalgia proneness moderates the effects of service authenticity on positive emotions. Practical implications The results provide important insights into how to increase customers’ perceived service authenticity and positive emotions. Originality/value This research is a pioneering effort to conceptualize a multiple-dimensional structure of the authenticity model and test its appropriateness in a traditional restaurant context. Furthermore, this study is one of the first attempts to develop an authenticity model that links service authenticity, positive emotions, revisit intention and the moderator of nostalgia proneness based on the Mehrabian and Russell model.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1992The Self-Regulation of Attitudes, Intentions, and Behavior 2004Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings 2014Brand authenticity: An integrative framework and measurement scale 2005Crafting Brand Authenticity: The Case of Luxury Wines*2013Measuring consumer-based brand authenticity 1993Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes

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