Boosting service performance by dark chocolate seduction
ISSN: 0887-6045
Article publication date: 28 August 2019
Issue publication date: 27 September 2019
Abstract
Purpose
Past research suggests that small details during a service may have a big impact on the service experience. Drawing from this literature, this study aims to test the impact of offering dark chocolate during a service on service performance outcomes.
Design/methodology/approach
Three scenario-based studies and one field study tested the hypotheses. The scenario-based experiments varied in both service context (e.g. restaurant and mobile phone store) and service quality.
Findings
Eating dark chocolate positively impacts service performance outcomes. This effect is fully mediated through mood. However, this effect disappears in negative valenced service encounters.
Originality/value
This paper makes a unique contribution, by testing whether changing a small detail at the start of a service improves mood and, in turn, customers’ outcomes in different service quality contexts.
Keywords
Citation
Verhulst, N., Slabbinck, H. and Vermeir, I. (2019), "Boosting service performance by dark chocolate seduction", Journal of Services Marketing, Vol. 33 No. 5, pp. 576-588. https://doi.org/10.1108/JSM-01-2019-0026
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited