How industry and occupational stereotypes shape consumers' trust, value and loyalty judgments concerning service brands

Purpose Longitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty decreased during same period. This finding contradicts trust–value–loyalty model (TVLM), which posits higher increases consumers' trust, value levels. To explain this counterintuitive trend, study draws on models of formation to integrate stereotype content TVLM. It argues occupational industry stereotypes influence their judgments through trusting beliefs regarding frontline employees management practices/policies. Design/methodology/approach The was conducted among 476 consumers who were randomly assigned one five service industries (apparel retail, airlines, hotels, health insurance or telecommunications services) asked rate current provider from industry. Findings results suggest both judgments, although only effects are transferred judgments. Research limitations/implications indicate become increasingly negative decades, a dampening effect positive satisfaction. Practical implications provides guidelines for practitioners development loyalty. Originality/value is first propose test an explanation trend concerning customer satisfaction, also examine roles multiple in relationship between providers.