Your Fake Smile Hurts My Heart: the Effect of Employee Authenticity and Manipulative Intent on Customer Perceived Value and Satisfaction

Juyon Lee, Seoul National University, Korea
Jongsei Yi, Seoul National University, Korea
Kiwan Park, Seoul National University, Korea
Youjae Yi, Seoul National University, Korea
Employee authenticity enhances customer perceptions of economic value, whereas employee manipulative intent can damage relational and economic value. Customer satisfaction depends equally on relational and economic value. These findings suggest that relationships do matter, highlighting the importance of relational value and authenticity in interactions with customers.
[ to cite ]:
Juyon Lee, Jongsei Yi, Kiwan Park, and Youjae Yi (2014) ,"Your Fake Smile Hurts My Heart: the Effect of Employee Authenticity and Manipulative Intent on Customer Perceived Value and Satisfaction", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 794-794.