Abstract
This research aims to contribute to the literature in professional services by offering a validated instrument that measures role-based image, followed by exploring how role-based image discrepancy affects client loyalty and the boundary conditions that attenuate this relationship. The moderated mediation model from this study examined professional trustworthiness as a mediator; perceived professional authenticity and customer-oriented behaviors were moderators. The target population for this study comprises professionals and clients. Survey data were collected from 347 professionals and 367 clients. Results showed that the discrepancy in role-based image of professional work role between professionals and clients is associated with reduced clients’ perceived professional trustworthiness, which negatively affects client loyalty. In addition, the findings of this research also suggested that professionals can attenuate this detrimental effect by demonstrating a higher level of authenticity and customer-oriented behavior during their interactions with clients. Underpinned by the perspective of role-based image and relational exchange, this work is among the first to simultaneously investigate the mediating processes and boundary conditions for the effects of role-based image discrepancy on client loyalty.
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Data availability
The dataset analyzed during the current study is available from the corresponding author upon reasonable request.
Notes
Note: The inclusion of these methods was suggested by the reviewer. We would like to express our gratitude to the reviewers for their valuable input and recommendations.
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Appendix: role-based image questionnaire
Appendix: role-based image questionnaire
Instructions: Please rate your agreement with the following statements, which are descriptions of the roles of experts in a professional field, based on your personal experience and opinion. Use the scale below:
1 = Strongly Disagree
2 = Disagree
3 = Somewhat Disagree
4 = Neither Agree nor Disagree
5 = Somewhat Agree
6 = Agree
7 = Strongly Agree
For Clients: The work of the professionals within this field…
For professionals: In my opinion, our work within this field…
Scope (5items)
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1.
_____is more than just those responsibilities and tasks that I (*clients) know
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2.
_____is responsible for many tasks and projects.
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3.
_____needs to spend a lot of time and energy to work on every case.
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4.
_____works very long hours.
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5.
_____must do a lot of follow-up work after discussing with clients.
Complexity (4items)
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6.
_____is not easy to become professionals, in terms of the knowledge and skills possessed by this profession.
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7.
_____need to take a lot of time to complete the services.
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8.
_____provides service contents that are actually very complicated.
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9.
_____provides professional expertise that is very complex.
For Clients: In my opinion, professionals within this field…
For professionals: In my opinion, professionals in my field…
Problem Solving (5items)
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10.
_____should take full responsibility for the success or failure of the case.
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11.
_____should be proactive in providing remedies for service defects.
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12.
_____should apologize for the mistakes in the first place.
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13.
_____should immediately and proactively inform the clients if they cannot meet their needs.
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14.
If the client is not satisfied, _____ should continue to make corrections until the client is satisfied.
Client Advocacy (7items)
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15.
_____ generally listen carefully to the clients’ thoughts during the discussion
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16.
_____generally provide detailed analyses and suggestions.
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17.
_____generally think from the clients’ points of view when providing advice.
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18.
_____generally make decisions that are in the clients’ best interests.
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19.
_____generally try to take their clients into consideration as much as possible.
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20.
_____generally help clients get the best results.
-
21.
_____generally provide clients with the most beneficial information.
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Chen, HC., Lin, SY. & Chen, IH. Image discrepancy around professional work matters: a moderated mediation study. Curr Psychol 43, 6840–6859 (2024). https://doi.org/10.1007/s12144-023-04845-1
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DOI: https://doi.org/10.1007/s12144-023-04845-1