Service Encounter Emotional Value

Abstract

A model is developed that identifies individual and dyadic antecedents and outcomes for a construct we have named service encounter emotional value (SEEVal). Service encounter emotional value is defined as the net emotional value the customer experiences added to the net emotional value the service provider employee experiences. Individual cognitive and affective antecedents are identified. Emotional dyadic antecedents are identified and include rapport, emotional contagion, co-production of emotional labor, and relationship quality. The customer outcomes associated with SEEVal broadly include satisfaction, loyalty, and customer voluntary performance. Service employee outcomes include satisfaction, organizational loyalty, and organizational citizenship behaviors. We use existing research to logically support the model and the relationships therein. Fourteen propositions are developed and additional suggestions for future research are provided.

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