The effect of service employees' competence on financial institutions' image: benevolence as a moderator variable

Abstract

PurposeThe purpose of this study is to investigate the contribution of benevolence as a moderator variable that enhances the effect of service employees' competence on the customer's perception of a service firm's image.Design/methodology/approachA hierarchical multiple regression analysis was performed on data collected from 445 customers in a financial service setting to assess the influence of competence and benevolence, as well as their interactive effects on corporate image.FindingsThe results show a significant interaction between competence and benevolence in their influence on corporate image. The results reinforce the idea that benevolence intervenes as a moderator variable that enhances the impact of competence on corporate image.Research limitations/implicationsThe study has limited generalisation given the convenient sample and the great variety of service industries. The efficacy of the direct measures and the hierarchical multiple regression must be considered. It would be helpful to realise similar studies in other service settings by using multidimensional scales of competence, benevolence and corporate image.Practical implicationsService firms should not only highlight the role of the service employees' expertise but also their attitude and behaviour during the service encounter in a manner so as to increase the customer's trust in the firm's capability, to satisfy his/her needs and to enhance the firm's image.Originality/valueThe present study contributes specifically to understanding how major characteristics of service employees can influence the assessment of corporate image by consumers.