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Exploring consumers' responses to service providers' positive affective displays

Sandra Gountas (Department of Management and Marketing, Business School, La Trobe University, Melbourne, Australia)
Michael T. Ewing (Department of Marketing, Faculty of Business and Economics, Monash University, Melbourne, Australia)
John I. Gountas (Department of Management and Marketing, Business School, La Trobe University, Melbourne, Australia)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 3 April 2007

1221

Abstract

Purpose

To discuss the importance of the relationship between service providers' positive affective displays, the value of a “real” smile within the consumers' perception of authentic service delivery and how these relate to satisfaction and future intentions.

Design/methodology/approach

The literature review discusses underpinning theory concerning the role of expressive display in service provision. In particular the importance of authenticity is explored through qualitative and quantitative research in an extended duration service setting. The quantitative data are analysed using SPSS and path modelling (AMOS).

Findings

The findings indicate a strong positive relationship between affective displays (including the “real” smile), overall service satisfaction and life satisfaction.

Research limitations/implications

The study advances existing research and raises suggestions for future research including how personality differences may affect the service provider's ability to interact with their customers appropriately.

Practical implications

The wider implications for marketing practitioners are concerned with the services marketing mix. The authors suggest ways that managers may improve interactive service standards.

Originality/value

The literature reveals no other study that has quantified the value of a “real” smile within expressive display.

Keywords

Citation

Gountas, S., Ewing, M.T. and Gountas, J.I. (2007), "Exploring consumers' responses to service providers' positive affective displays", International Journal of Culture, Tourism and Hospitality Research, Vol. 1 No. 1, pp. 97-109. https://doi.org/10.1108/17506180710729637

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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