Bonding Through Service Friendliness: a Potential Double-Edged Sword

Two studies show that rapportful employee-customer interactions enhance pleasant encounters, but backfire in service failures. Interestingly, customers in high-rapport conditions voiced their (dis)satisfaction in a manner that favors the employee (vs. company). Undergirding these findings, we show that appropriate levels of nonverbally-expressed emotion are critical for connecting employees to customers.


Elison Lim, Yih Hwai Lee, and Maw Der Foo (2012) ,"Bonding Through Service Friendliness: a Potential Double-Edged Sword", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 714-715.


Elison Lim, Nanyang Technological University, Singapore
Yih Hwai Lee, National University of Singapore, Singapore
Maw Der Foo, University of Colorado-Boulder, USA


NA - Advances in Consumer Research Volume 40 | 2012

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