Does it pay off to smile even it is not authentic? Customers’ involvement and the effectiveness of authentic emotional displays
Abstract
Research has shown that while the authenticity of positive emotional displays plays an important role in service encounters, it has not yet demonstrated a universally positive effect on customers’ behavior. This study, which is the first to present customer involvement as a contextual factor that influences customers’ processing, provides a deeper understanding of the effectiveness of the authenticity of emotional displays. The model is based on...
Paper Details
Title
Does it pay off to smile even it is not authentic? Customers’ involvement and the effectiveness of authentic emotional displays
Published Date
Mar 18, 2021
Journal
Volume
32
Issue
2
Pages
247 - 260
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Notes
History