Based on the stress-vulnerability model, this study aims to investigate how social anxiety moderates the customer outcomes of excessive employee effort. Empirical data were collected from 525 respondents. All data were analyzed using PLS-SEM. Our findings indicated that customer delight fully mediated the relationship between excessive employee effort and customer loyalty. Both the negative effects of excessive employee effort on customer delight and customer loyalty were stronger for those high in social anxiety than for those low in social anxiety. The findings provide specific theoretical and practical implications for academics and service operators regarding the implementation of personalized service about delighting customers based on individual heterogeneity and psychological characteristics.

基于压力-脆弱性模型，本研究旨在调查社交焦虑如何调节员工过度努力的客户结果。从 525 名受访者中收集了经验数据。使用PLS-SEM分析所有数据。我们的研究结果表明，客户满意度完全调节了员工过度努力与客户忠诚度之间的关系。员工过度努力对客户满意度和客户忠诚度的负面影响对于社交焦虑程度高的人来说比社交焦虑程度低的人更强。研究结果为学术界和服务运营商提供了基于个体异质性和心理特征的关于取悦客户的个性化服务实施的具体理论和实践意义。