The Effects of Customer Perceived Employee Support on Self-Efficacy and Behavioral Intentions: The Roles of Service Complexity and Choice Freedom

Shunzhong Liu
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Shunzhong Liu: School of Economics and Business Administration, Central China Normal University, Wuhan, China

International Journal of E-Services and Mobile Applications (IJESMA), 2016, vol. 8, issue 1, 1-17

Abstract: The provision of self-service technologies in the service industry has increased rapidly in recent years. Despite the advantages with increased self-service technologies, removing the frontline employee support can influence customer behavioral intentions towards the service providers. According to social support theory and social cognitive theory, this study develops a conceptual model to investigate how and when perceived employee support affects customer behavioral intentions. The model is tested using a factorial between-subjects experimental design in the self-service environment of China's bank. The results show that the relationship between perceived employee support and customer self-efficacy is moderated by forced use and service complexity. Moreover, the results indicate that self-efficacy is a mediator that explains how perceived employee support may come to be associated with customer behavioral intentions towards the service providers.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:8:y:2016:i:1:p:1-17

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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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