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Service with a smile: Does the type of smile matter?

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  • Andrzejewski, Susan A.
  • Mooney, Emily C.

Abstract

Service providers have often used the mantra of “service with a smile†as a strategy to engender customer satisfaction. The findings of the current research indicate that a smile alone may not be sufficient in achieving service excellence. Specifically, this work extends prior research suggesting that customers have more positive reactions to Duchenne, or authentic, smiles compared to non-Duchenne, or non-genuine, smiles. Two experimental vignette studies examined the influence of the type of smile a service provider displays (Duchenne vs. non-Duchenne) and gender of the service provider on perceptions of service quality, as well as the Stereotype Content Model dimensions of competence and warmth. The results suggest that the type of smile (Duchenne vs. non-Duchenne) impacts evaluations of service providers in terms of their perceived level of competence, as well as their perceived service quality ratings. Implications for the hiring and training of service providers are also discussed.

Suggested Citation

  • Andrzejewski, Susan A. & Mooney, Emily C., 2016. "Service with a smile: Does the type of smile matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 135-141.
    • Handle: RePEc:eee:joreco:v:29:y:2016:i:c:p:135-141
    DOI: 10.1016/j.jretconser.2015.11.010
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    Cited by:

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    2. Omoruyi O & Chinomona E, 2016. "Modeling the Factors that Influence Employee Attitude and Service Delivery Behavior among Higher Education Professionals," Journal of Economics and Behavioral Studies, AMH International, vol. 8(5), pages 146-158.
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    4. Qiuzhen Wang & Zhengmin Xu & Xiling Cui & Lei Wang & Chang Ouyang, 2017. "Does a big Duchenne smile really matter on e-commerce websites? An eye-tracking study in China," Electronic Commerce Research, Springer, vol. 17(4), pages 609-626, December.
    5. Trivedi, Rohit H. & Teichert, Thorsten, 2019. "The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender," Journal of Business Research, Elsevier, vol. 99(C), pages 197-205.
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    10. Marie-Cécile Cervellon & Fanny-Juliet Poujol & John F. Tanner Jr, 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Post-Print hal-03122118, HAL.
    11. Teodora ROMAN & Adriana MANOLICA & Marian BALAN, 2020. "Proxemics Of The Buyer-Seller Relationship," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 984-993, November.
    12. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The depicted service employee in marketing communications: An empirical assessment of the impact of facial happiness," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 186-193.
    13. Cervellon, Marie-Cécile & Poujol, Juliet F. & Tanner, J.F., 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 191-201.
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