Responsibilization during uncontrollable events: understanding how consumers assign and accept responsibility for service employee welfare

Abstract

Purpose

The purpose of this paper is to study how individuals assess responsibility during an uncontrollable event requiring collective action, using crises affecting service workers as contexts. Specifically, the authors examine what parties consumers hold responsible for ensuring service worker welfare following an uncontrollable event and determine what factors make customers more open to accepting responsibility for ensuring worker welfare themselves.

Design/methodology/approach

The authors surveyed a nationally representative sample of US consumers regarding their attitudes toward protecting service workers during COVID-19 and used regression analysis to identify factors that predict attributions of responsibility to customers. The authors also conducted an experiment (using a new crisis context) to determine whether certain key factors impact customer perceptions of their own responsibility for helping employees during an uncontrollable event.

Findings

The survey results show US consumers hold firms most responsible for worker welfare, followed by customers and, finally, government. When examining factors that drive attributions of responsibility for customers, perceptions of how sincere firms are in their efforts to help employees predict higher responsibility attributions, and experimental results confirm that higher perceived firm sincerity increases consumers’ own sense of responsibility toward workers.

Social implications

This research identifies factors that affect consumer support for efforts to help service employees and collective action problems more generally.

Originality/value

This research highlights an under-studied crisis context – uncontrollable events that require collective action – and shows how consumers make assessments about their own responsibility (in addition to the responsibility of the service firm) in these contexts.

Citation

Moran, N., Shepherd, S. and Alvarado, J. (2023), "Responsibilization during uncontrollable events: understanding how consumers assign and accept responsibility for service employee welfare", Journal of Services Marketing, Vol. 37 No. 8, pp. 1075-1086. https://doi.org/10.1108/JSM-05-2022-0159