The role of service relationships in employees’ and customers’ emotional behavior, and customer-related outcomes

Abstract

Purpose

This paper aims to explore service encounters from a social behavior perspective. By proposing that employees’ emotional labor strategies are influenced by customer displays of emotion, this paper answers calls to investigate the reciprocal nature of service interactions and the importance of taking both customers and service providers into account when delivering high-quality service is the goal.

Design/methodology/approach

The sample consisted of 121 dyads of customers and service employees from hairstyling salons. Data were collected from observations of the customers’ emotional displays, self-report surveys administered to the service employees measuring strategies of emotional labor and self-report surveys administered to the customers to assess their rapport with the service providers and their loyalty intentions.

Findings

Length of acquaintance was positively related to customers’ positive display, which mediated the relationship between length of acquaintance and employee-customer rapport. Customers’ positive display was negatively related to employees’ deep acting (i.e. modifying inner feelings) but not to surface acting (i.e. modifying superficial expressions). Customers’ positive display and employees’ surface acting were related to loyalty intentions through the mediation of rapport.

Originality/value

This study provides a better understanding of the customer’s role as the target, and a possible cause of emotional regulation among service employees. It underscores the role of service relationships in customers’ emotional behavior and customer-related outcomes.

Citation

Medler-Liraz, H. (2016), "The role of service relationships in employees’ and customers’ emotional behavior, and customer-related outcomes", Journal of Services Marketing, Vol. 30 No. 4, pp. 437-448. https://doi.org/10.1108/JSM-05-2014-0156