Customer online reviews and hospitality employees’ helping behavior: moderating roles of self-efficacy and moral identity

Name: Customer online reviews and hospitality employees’ helping behavior: moderating roles of self-efficacy and moral identity
Author: Hwang, Y., Wang, X., Paşamehmetoğlu, Ayşın

İsim	Customer online reviews and hospitality employees’ helping behavior: moderating roles of self-efficacy and moral identity
Yazar	Hwang, Y., Wang, X., Paşamehmetoğlu, Ayşın
Basım Tarihi:	2021-07-06
Basım Yeri	- Emerald Group Publishing
Konu	Helping behavior, Moral identity, Online review, Performance feedback, Self-efficacy
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0959-6119
Kayıt Numarası	7d90711d-0e61-428f-8881-3030a78a0224
Lokasyon	Hotel Management
Tarih	2021-07-06
Notlar	Hong Kong Polytechnic University
Örnek Metin	Purpose: Online reviews are perceived as credible and trustworthy across various business sectors; thus, they influence customers’ purchase decisions. However, the potential role of customer online reviews as feedback for employee performance and employee reactions to customer reviews remain largely unclear. To address this knowledge gap, this study proposes that employee characteristics, namely, self-efficacy (Study 1) and moral identity (Study 2), moderate the effect of the valence of customer reviews on hospitality employees’ helping behavior. Design/methodology/approach: The authors used a scenario-based, quasi-experimental design in two studies. They recruited a total of 215 frontline employees at independent casual dining restaurants in Istanbul, Turkey (Study 1) and 226 US residents who have worked in the restaurant industry for more than six months (Study 2). Multiple linear regressions via PROCESS and moderation analysis via Johnson–Neyman technique were used. Findings: Study 1 demonstrates that when employees’ self-efficacy is low, positive (vs negative) customer reviews enhance employees’ helping behavior. By contrast, when employees’ self-efficacy is high, their helping behavior is invariantly high regardless of the valence of customer reviews. Study 2 reveals that when employees’ moral identity is low, their helping behavior decreases in the presence of negative (vs positive) customer reviews. Conversely, when employees’ moral identity is high, their helping behavior is similarly high regardless of the valence of customer reviews. Practical implications: Hospitality managers may need to develop training programs to enhance their employees’ self-efficacy and moral identity. They may also provide necessary organizational support to induce their employees’ self-efficacy and moral identity, given that such psychological resources help buffer the dampening effect of negative reviews on helping behavior. Last, hospitality managers may consider incorporating customer reviews as part of employee performance feedback. Originality/value: This study advances the understanding of employees’ responses to customer reviews, with the performance appraisal feedback framework as fresh theoretical lens. This study is among the first to demonstrate the relationship between the valence of customer reviews and subsequent helping behavior of employees toward customers. It also contributes to the emerging literature that identifies boundary conditions for employees’ responses to customer reviews.
DOI	10.1108/IJCHM-01-2021-0056
Cilt	33

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Customer online reviews and hospitality employees’ helping behavior: moderating roles of self-efficacy and moral identity

Yazar Hwang, Y., Wang, X., Paşamehmetoğlu, Ayşın

Basım Tarihi 2021-07-06

Basım Yeri - Emerald Group Publishing

Konu Helping behavior, Moral identity, Online review, Performance feedback, Self-efficacy

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0959-6119

Kayıt Numarası 7d90711d-0e61-428f-8881-3030a78a0224

Lokasyon Hotel Management

Tarih 2021-07-06

Notlar Hong Kong Polytechnic University

Örnek Metin Purpose: Online reviews are perceived as credible and trustworthy across various business sectors; thus, they influence customers’ purchase decisions. However, the potential role of customer online reviews as feedback for employee performance and employee reactions to customer reviews remain largely unclear. To address this knowledge gap, this study proposes that employee characteristics, namely, self-efficacy (Study 1) and moral identity (Study 2), moderate the effect of the valence of customer reviews on hospitality employees’ helping behavior. Design/methodology/approach: The authors used a scenario-based, quasi-experimental design in two studies. They recruited a total of 215 frontline employees at independent casual dining restaurants in Istanbul, Turkey (Study 1) and 226 US residents who have worked in the restaurant industry for more than six months (Study 2). Multiple linear regressions via PROCESS and moderation analysis via Johnson–Neyman technique were used. Findings: Study 1 demonstrates that when employees’ self-efficacy is low, positive (vs negative) customer reviews enhance employees’ helping behavior. By contrast, when employees’ self-efficacy is high, their helping behavior is invariantly high regardless of the valence of customer reviews. Study 2 reveals that when employees’ moral identity is low, their helping behavior decreases in the presence of negative (vs positive) customer reviews. Conversely, when employees’ moral identity is high, their helping behavior is similarly high regardless of the valence of customer reviews. Practical implications: Hospitality managers may need to develop training programs to enhance their employees’ self-efficacy and moral identity. They may also provide necessary organizational support to induce their employees’ self-efficacy and moral identity, given that such psychological resources help buffer the dampening effect of negative reviews on helping behavior. Last, hospitality managers may consider incorporating customer reviews as part of employee performance feedback. Originality/value: This study advances the understanding of employees’ responses to customer reviews, with the performance appraisal feedback framework as fresh theoretical lens. This study is among the first to demonstrate the relationship between the valence of customer reviews and subsequent helping behavior of employees toward customers. It also contributes to the emerging literature that identifies boundary conditions for employees’ responses to customer reviews.

DOI 10.1108/IJCHM-01-2021-0056

Cilt 33