The influence of frontline employee self‐disclosure about products in a retail store on customer trust in the retailer in the context of service encounters
通过三个情景实验，研究零售店一线员工对促销产品的自我表露如何提升顾客对店铺的信任，并发现顾客感知的员工努力和亲密感起中介作用，而感知的劝说意图会削弱该效应。
Abstract The current research investigates how customers respond to self‐disclosure by frontline employees in the service encounter context of retailing. Three scenario‐based experiments demonstrate that self‐disclosure by frontline employees related to the promoted products in a retail store has a beneficial impact on the trust which customers feel in the store. This effect is mediated by both perceived employee effort and intimacy toward employees. However, this self‐disclosure effect is mitigated when customers perceive strong persuasive intent via persuasive attempts by employees. From a practical viewpoint, our investigations offer applicable tactics for producing desired outcomes regarding relational benefits (i.e., trust) during service encounters.