To smile or not to smile – an eye-tracking study on service recovery

Henrique Fátima Boyol Ngan · Joanne Yu

33 citations0/0 files storedCurrent Issues in Tourism

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Customer Service Quality and Loyalty AI in Service Interactions Emotional Labor in Professions

Abstract

The effect of service with a smile on consumers is undoubtedly positive. Yet, in service failure and recovery, this remains unclear. This study examines the importance of morphological characteristics of a smile and different types of smile in service failure and recovery using eye-tracking technology. Results indicated that the degree of mouth activation and the gender of the service worker were crucial factors in service recovery. In addition, eye-tracking data revealed that the longest fixations occurred on smiles with teeth showing and eyes that produced crows’ feet wrinkles. Taken together, this suggests that eye tracking may identify optimal display of smile in service recovery.

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References

1993Emotional Contagion 1999A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery 2006Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships 1989Emotional Labour: Skill and Work in the Social Regulation of Feelings 1988Smiles when lying.2000Forgiveness as Human Strength: Theory, Measurement, and Links to Well-Being 2000LEARNING FROM ACADEMIA: THE IMPORTANCE OF RELATIONSHIPS IN PROFESSIONAL LIFE.2001Determinants and consequences of employee displayed positive emotions

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2023Can a smile help healing service failures? The interplay of employee emotions, guest emotions and justice perceptions for successful service recoveries in the hospitality industry

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