Exploring the role of relationship variables in predicting customer voice to a service worker

Abstract

Customers’ perceptions of service workers’ trustworthiness and power, and their commitment to the service worker were investigated as possible determinants of the likelihood of customer voice directly to the service worker in the event of a service failure. Set in the context of hairdressing salons, it was found that hair stylists’ perceived trust (benevolence and credibility) and expert power were positively associated with clients’ intention to voice. By contrast, the level of coercive power hair stylists were perceived to have was negatively associated with intentions to voice. Hair stylists’ perceived benevolence was the strongest predictor of client voice.