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Are All Smiles Perceived Equal? The Role of Service Provider’s Gender

Author

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  • Sungwoo Choi

    (School of Hospitality Management, Pennsylvania State University, University Park, Pennsylvania 16802)

  • Choongbeom Choi

    (College of Hospitality and Tourism, Sejong University, Gwangjin-gu, Seoul 05006, Republic of Korea)

  • Anna S. Mattila

    (School of Hospitality Management, Pennsylvania State University, University Park, Pennsylvania 16802)

Abstract

In service encounters, employees’ emotional displays such as smiling play a critical role in creating positive impressions. Whereas prior research has examined the impact of displaying authentic emotional expressions on service encounter satisfaction, empirical research on the joint impact of smile intensity and the service provider’s gender is scarce. To bridge that gap, the current study examines such interactive effects on customers’ authenticity perceptions. Our findings indicate that a broad smile is perceived as more authentic when the service provider is a female (versus a male). Conversely, a slight smile is more congruent with male stereotypes, thus leading to higher authenticity perceptions. This study further shows that perceived authenticity is the psychological mechanism explaining the link between smile intensity and service encounter satisfaction.

Suggested Citation

  • Sungwoo Choi & Choongbeom Choi & Anna S. Mattila, 2020. "Are All Smiles Perceived Equal? The Role of Service Provider’s Gender," Service Science, INFORMS, vol. 12(1), pages 1-7, March.
    • Handle: RePEc:inm:orserv:v:12:y:2020:i:1:p:1-7
    DOI: 10.1287/serv.2019.0252
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    References listed on IDEAS

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    1. Grandey, Alicia A. & Fisk, Glenda M. & Mattila, Anna S. & Jansen, Karen J. & Sideman, Lori A., 2005. "Is "service with a smile" enough? Authenticity of positive displays during service encounters," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(1), pages 38-55, January.
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