Customer Emotion Management and Symmetrical Emotional Exchange in (Extended) Service Encounters

Gulnur Tumbat, San Francisco State University
This study discusses the role of emotion display in service consumers’ self-presentation as part of their ongoing face-work and introduces the notion of customer emotion management as an integral part of their service interactions and experience. It suggests that in extended and complex service encounters, there is not necessarily an inequality in emotion control between service providers and customers but rather a more balanced and symmetric emotional exchange. The implications for consumer behavior and services marketing research are discussed.
[ to cite ]:
Gulnur Tumbat (2008) ,"Customer Emotion Management and Symmetrical Emotional Exchange in (Extended) Service Encounters", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 516-521.