How frontline employees' communication styles affect consumers' willingness to interact: The boundary condition of emotional ability similarity |
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| Affiliation: | 1. School of Economics and Management, Chongqing Jiaotong University, 400074, China;2. North China University of Water Resources and Electric Power, China, University of New Haven, USA;1. Department of Industrial and Information Management, Center for Innovative FinTech Business Models, National Cheng Kung University, Taiwan;2. Department of Industrial Management and Enterprise Information, Aletheia University, Taiwan;3. Department of Industrial and Information Management, National Cheng Kung University, Taiwan;1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing, China. 200 Xiaolingwei Road, Nanjing, Jiangsu Province, 210094, PR China;2. Department of Business Administration, Nanjing University of Finance and Economics, Nanjing, China. 3 WenYuan Road, Nanjing, Jiangsu Province, 210023, PR China;3. School of Management, University of Science and Technology of China, 96 Jinzhai Road, Hefei, Anhui Province, 230026, PR China;1. Department of Marketing, Honorary Professor of International Studies, McCoy College of Business, Texas State University, 601 University Drive, McCoy Hall – Office 424D, San Marcos, TX, 78666, USA;2. Department of Mgmt., Mktg., & I.S., College of Business Administration, Sam Houston State University, SHSU Box 2056, Huntsville, TX, 7734, USA;3. Marketing Department, College of Business, Florida Atlantic University, 3200 College Avenue Davie, FL, 33314, USA;1. National Sun Yat-Sen University, Department of Business Management, 70 Lien-hai Rd, Kaohsiung, 804, Taiwan, ROC;2. National Taichung University of Education, International Master of Business Administration, Yingcai Campus No.227, Minsheng Rd, West Dist, Taichung City, 40359, Taiwan, ROC;1. College of Business Administration, Ritsumeikan University, 2-150 Iwakura, Ibaraki, Osaka, 567-8570, Japan;2. College of Commerce, Nihon University, 5-2-1 Kinuta, Setagaya, Tokyo, 157-8570, Japan;3. Faculty of Business Administration, Kanagawa University, 4-5-3 Minatomorai, Nishi-ku, Yokohama, Kanagawa, 220-8739, Japan;1. Aeronautics Institute of Technology - ITA, Praça Marechal Eduardo Gomes 50, Vila das Acácias, São José dos Campos, SP, 12228-900, Brazil;2. Federal University of Goiás - UFG, Faculty of Science and Technology, Mucuri S/N - Setor Conde dos Arcos - Aparecida de Goiânia Campus, GO, 74968-755, Brazil |
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| Abstract: | This research explored the impacts of frontline employees' communication styles (task-oriented vs. social-oriented) on consumers' willingness to interact. The hypothesized relationship between communication style and willingness to interact was tested based on two experiments and analyzed by ANOVA and PROCESS program. The results revealed that consumers' willingness to interact was higher when frontline employees adopted a social-oriented style, while social distance mediated this influence. We identified emotional ability similarity as a boundary condition, indicating that social-oriented communication is more effective than task-oriented when there is low emotional ability similarity. However, when the emotional ability similarity is high, both communication styles positively influence consumers' willingness to interact. Theoretical contributions, managerial applications, and future research directions are discussed. |
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| Keywords: | Communication style Willingness to interact Emotional ability similarity |
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