Baker, Melissa

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Assistant Professor, Department of Hospitality and Tourism Management, Isenberg School of Management
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Hospitality Administration and Management
Customer complaining
Emotional labor
Facial features
Food and beverage management
Human resources management
Impression formation
Service failure
Services marketing

Search Results

Now showing 1 - 2 of 2
  • Publication
    Celebrity Endorsement, Message Framing, and Online Social Support: The Gateway Bug to Edible Insect Consumption
    Baker, Melissa A; Legendre, Tiffany S
    While world organizations stress the importance of edible insect consumption as a sustainable, nutritious, and vital initiative to population growth and future sustainability, there remains resistance in adoption. Based on the academic and managerial gaps, this study examines how the marketing techniques of social support, celebrity endorsement, and message framing serve as the gateway to tourists trying local edible insect foods, product advocacy, and increasing future purchase intention through a 2 (message framing: hedonic vs. utilitarian) x 2 (celebrity endorsement: present vs. absent) x 2 (social support: high vs. low) between-subjects experimental design. The findings show that celebrity endorsement presence, social support and message framing interact to significantly affects behavioral intentions. Results expand upon theoretical gaps and serve as a critical piece in enticing Westerners to adopt this crucial sustainability initiative for the changing times and greater good of humanity and the planet.
  • Publication
    Becoming cynical and depersonalized: The impact of customer incivility, frequency and coworker support on employee job performance
    Baker, Melissa; Kim, Kawon
    Customers are increasingly uncivil to employees and research is needed that examines customer incivility, frequency, emotion regulation, coworker support and their effects on employee cynicism, depersonalization, and job performance. To address these gaps, Study 1 uses the qualitative research method critical incident technique to content analyze employee perceptions of uncivil customers and the effects employee actions on perceptions and behaviors. Based on the results, Study 2 tests a 2 (coworker support: high vs. low) x 2 (frequency: high vs. low) x 2 (emotion regulation: high vs. low) quasi between-subjects experimental design. The results showed that frequency of dealing with uncivil customers and emotional support from coworkers interactively affect employee’s job attitude and job performance. The research builds upon the incivility, cynicism, depersonalization, coworker support and job performance literature research and provides important managerial implications for actions service firms can take to minimize the negative effects.