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Effect of Employee Empathy on Service Loyalty Through the Development of Trust in and Satisfaction With Service Employee During Service Interactions

Effect of Employee Empathy on Service Loyalty Through the Development of Trust in and Satisfaction With Service Employee During Service Interactions
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Author(s): Waseem Bahadur (University of Science and Technology of China, China)
Copyright: 2020
Volume: 11
Issue: 1
Pages: 19
Source title: International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/IJCRMM.2020010103

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Abstract

This study examines the indirect effect of employee empathy on service loyalty through the intervening effect of trust in and satisfaction with service employees during service interactions. Data was obtained through a self-administered questionnaire from university students. 410 useable responses were used to perform data analysis. Confirmatory factor analysis, structural equation modeling, and bootstrapping for indirect effects were conducted to test the hypotheses. The results show a significant impact of employee empathy on trust in service employee and satisfaction with service employee during customer-employee interactions. Also, satisfaction with a service employee showed a significant effect on service loyalty during service interactions. The study enhances the understanding of empathy within banking services during interactions between service employee and customer. It also provides insights for service managers and frontline service employees on how empathy develops customer's trust and satisfaction with a service employee.

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