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Can Lawyers’ Facial Attractiveness Increase the Popularity or Customer Satisfaction? An Example of Expert Q&A Services

Author

Listed:
  • Ya-Ling Chiu

    (College of International Business, Zhejiang Yuexiu University, Zhejiang 312000, China; and Shaoxing Key Laboratory of Intelligent Monitoring and Prevention of Smart City, Shaoxing 312000, China)

  • Jying-Nan Wang

    (College of International Business, Zhejiang Yuexiu University, Zhejiang 312000, China; and Shaoxing Key Laboratory of Intelligent Monitoring and Prevention of Smart City, Shaoxing 312000, China)

  • Yuan-Teng Hsu

    (Research Center of Finance, Shanghai Business School, Shanghai 200235, China; and Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200030, China; and Department of Information Management and Finance, National Yang Ming Chiao Tung University, Hsinchu 300093, Taiwan (R.O.C.))

Abstract

The purpose of this study was to examine the impact of facial attractiveness on popularity and customer satisfaction. We conducted an empirical analysis using 7,525 professional experts’ photographs provided by a well-known expert question-and-answer (Q&A) platform in China. The findings showed that, although experts’ facial attractiveness positively affected their popularity, it negatively impacted their customer satisfaction. However, these relationships were moderated by gender. Facial attractiveness had a stronger positive effect on popularity for female experts than for male experts. By contrast, facial attractiveness negatively impacted satisfaction for female experts but had no significant effect for male experts. This study discusses the managerial implications of the findings and avenues for future research.

Suggested Citation

  • Ya-Ling Chiu & Jying-Nan Wang & Yuan-Teng Hsu, 2024. "Can Lawyers’ Facial Attractiveness Increase the Popularity or Customer Satisfaction? An Example of Expert Q&A Services," Service Science, INFORMS, vol. 16(4), pages 332-348, December.
    • Handle: RePEc:inm:orserv:v:16:y:2024:i:4:p:332-348
    DOI: 10.1287/serv.2022.0040
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