Revisiting the smiling service worker and customer satisfaction

Abstract

Purpose

The purpose of this paper is to examine if the service worker's display of smiles in the service encounter has an effect on customer satisfaction.

Design/methodology/approach

An experimental design was used in which participants (N=220) were randomly allocated to one of four service encounters. Two variables were manipulated; the service worker with whom the participant interacted had either a neutral facial expression or a smiling facial expression, and the service worker was either male or female.

Findings

The smiling service worker produced a higher level of customer satisfaction than the neutral service worker, regardless of the sex of the service worker (and the sex of the participant). In addition, the results indicate that this outcome involved both emotional contagion and affect infusion.

Originality/value

This paper extends the service literature's discourse on the impact of the service worker's smile behavior on customer satisfaction by including intermediate variables such as appraisals, emotions, and the attitude toward the service worker.

Citation

Söderlund, M. and Rosengren, S. (2008), "Revisiting the smiling service worker and customer satisfaction", International Journal of Service Industry Management, Vol. 19 No. 5, pp. 552-574. https://doi.org/10.1108/09564230810903460