The Displays of Smile during Service Failure: An Eye Tracking Study

Author #1

Abstract

Service failure is inevitable in the service encounter, and credibility, the organization’s willingness to deal with the problem, has influences on post-complaint customer responses. However, although a smile would be appropriate, it remains unclear the effects of smile and the types of smile displayed by service representatives. This study examines the type of emotional display in a service recovery / failure by manipulating specific variables. 112 students (M=55, F=57) participated in the eye tracking experiment. Results showed that tilting the head and displaying crows’ feet wrinkles in smiling behaviors influenced participants’ eye movements and visual attentions. Finally, managerial implications in the tourism and hospitality industries are discussed.

 

The Displays of Smile during Service Failure: An Eye Tracking Study

Service failure is inevitable in the service encounter, and credibility, the organization’s willingness to deal with the problem, has influences on post-complaint customer responses. However, although a smile would be appropriate, it remains unclear the effects of smile and the types of smile displayed by service representatives. This study examines the type of emotional display in a service recovery / failure by manipulating specific variables. 112 students (M=55, F=57) participated in the eye tracking experiment. Results showed that tilting the head and displaying crows’ feet wrinkles in smiling behaviors influenced participants’ eye movements and visual attentions. Finally, managerial implications in the tourism and hospitality industries are discussed.