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首页> 外文期刊>European journal of marketing >Does one bad apple ruin a firm's green brand image? Examining frontline service employees' environmentally irresponsible behaviors
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Does one bad apple ruin a firm's green brand image? Examining frontline service employees' environmentally irresponsible behaviors

机译：一个坏苹果毁了一家公司的绿色品牌形象吗？检查前线服务员工的环保不负责任的行为

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PurposeDrawing on the branded service encounters perspective, the purpose of this study is to investigate how frontline service employees' environmentally irresponsible behaviors affect customers' brand evaluations.Design/methodology/approachThe research conducted two experiments. The first experiment explored the effect of frontline service employees' environmentally irresponsible behaviors on customers' brand evaluations via corporate hypocrisy. The second experiment explored the moderation effect of employees' prototypicality and the importance of corporate social responsibility (CSR) among customers.FindingsExperiment 1 indicates that for firms with a green brand image, frontline employees' environmentally irresponsible behaviors result in customers' perception that the firm is hypocritical, thus reducing their brand evaluations. Experiment 2 shows that employee prototypicality and CSR importance to the customer enhance the negative impact of frontline employees' environmentally irresponsible behaviors on customers' brand evaluations through customers' perception of corporate hypocrisy.Research limitations/implicationsThis study is one of the first efforts to explore how frontline service employees' environmentally irresponsible behaviors affect customers' responses. It helps understand the impact of frontline employees' counter-productive sustainable behaviors on customers' brand perception, as well as the relationship between CSR and employees.Practical implicationsThis study suggests that firms' green brand image does not always lead to positive customer response. When frontline employees' behaviors are inconsistent with firms' green brand image, it can trigger customers' perceptions of corporate hypocrisy and thus influence their brand evaluations. Therefore, firms should train frontline service employees to make their behaviors align with the firms' green brand image.Originality/valueThis study is one of the first efforts to explore how frontline service employees' environmentally irresponsible behaviors affect customers' responses. It helps understand the impact of frontline employees' counter-productive sustainable behaviors on customers' brand perception, as well as the relationship between CSR and employee.
机译：在品牌服务遭遇的透视之中，本研究的目的是调查前线服务员工如何对客户品牌评估的环境不负责任的行为.Design/methodology/Approach这些研究进行了两个实验。第一个实验探讨了前线服务员工对客户的品牌评估对客户的伪装的影响。第二个实验探讨了员工原型的促进效应，以及企业社会责任（CSR）在客户中的重要性.FindingSexperiment 1表示对于具有绿色品牌形象的公司，前线员工的环境不负责任的行为导致客户的看法是公司的看法是虚伪的，从而减少他们的品牌评估。员工的原型和企业社会责任重视通过客户对企业假期性的看法，对客户的品牌评估进行前线员工对客户品牌评估的负面影响。研究限制/含义研究是探索如何探索的首要努力之一前线服务员工的环保不负责任的行为会影响客户的回应。它有助于了解前线员工对客户品牌感知的影响，以及企业社会责任与员工之间的关系。实际综合性研究表明，公司的绿色品牌形象并不总能导致积极的客户反应。当前线员工的行为与公司的绿色品牌形象不一致时，它可以引发客户对企业虚伪的看法，从而影响他们的品牌评估。因此，公司应该培养前线服务员工与公司的绿色品牌形象一致.originality / ValueShis学习是探索前线服务员工的第一次努力的努力，这是对客户的反应影响客户的反应。它有助于了解前线员工对客户品牌感知的影响，以及企业社会责任与员工的关系。

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