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The moderating effects of gender roles on service emotional contagion

Author

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  • Miao-Que Lin
  • Li-Shia Huang
  • Yi-Fang Chiang

Abstract

This study attempts to examine how service personnel's appearances, attitudes, and behaviours affect customers' emotions and thus their satisfaction and loyalty; it also considers gender roles an important moderator, in that customers with different gender roles may detect and feel differently when they are exposed to personnel's appearances, attitudes, and behaviours. Empirical data were collected from customers in clothing shops in Taiwan. The results suggest that customers with androgynous role more sensitive to the emotional contagion process. Managerial implications and future research directions are also discussed.

Suggested Citation

  • Miao-Que Lin & Li-Shia Huang & Yi-Fang Chiang, 2008. "The moderating effects of gender roles on service emotional contagion," The Service Industries Journal, Taylor & Francis Journals, vol. 28(6), pages 755-767, July.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:6:p:755-767
    DOI: 10.1080/02642060801988852
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    Cited by:

    1. Söderlund, Magnus & Rosengren, Sara, 2010. "The happy versus unhappy service worker in the service encounter:Assessing the impact on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 161-169.
    2. Ariana Furtado & Ricardo F. Ramos & Bruno Maia & Joana Martinho Costa, 2022. "Predictors of Hotel Clients’ Satisfaction in the Cape Verde Islands," Sustainability, MDPI, vol. 14(5), pages 1-13, February.

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