An Examination of Moderators of the Effects of Customers' Evaluation of Employee Courtesy on Attitude Toward the Service Firm¹

Employee courtesy is recognized as an important dimension of customer service. This paper presents and tests a model suggesting that employee courtesy affects attitudes toward a service firm. Employee courtesy, the physical environment, and locus of causality are three important elements of a service experience that might affect attitude toward a service firm. The paper reports results of two experiments that found there was an interaction effect between employee courtesy and the physical environment on attitude toward the service firm. That is, the effect of employee courtesy on attitudes is more positive when the environment is evaluated favorably than when it is evaluated unfavorably. However, there were no interaction effects of locus of causality and courtesy on attitude toward the service firm. In the second study, there was a main effect from locus of causality on attitude toward the firm in that experiment. That is, participants with an internal locus of causality had a more favorable attitude toward the service firm than did participants with an external locus of causality.