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SERVICE WITH A SMILE: EMOTIONAL CONTAGION IN THE SERVICE ENCOUNTER.
Abstract
reviewers for their comments on this manuscript. I can now be reached at the Belk College of Business
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“customers who were confronted with positive affective expressions of service providers reported experiencing more positive affect themselves”
From The Social Effects of Emotions (2022) · cites this paper as Pugh 2001
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“Previous experiments demonstrated that this phenomenon does not necessarily occur among acquaintances [21], [22] and that its temporal scale ranges from few seconds to several weeks [16], [23].”
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“Third, the receiver's own emotions can be influenced by perceptions of the target person's emotions, because emotions are contagious in social settings (Hatfield et al., 1993; Howard and Gengler, 2001; Neumann and Strack, 2000; Pugh, 2001).”
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“This is manifested in the reciprocal nature of service encounters that produces an emotional contagious effect whereby customers „catch‟ the emotions displayed by the customer service employee (Pugh, 2001).”
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“In most service organizations, the display rules generally emphasize the expression of positive affectivity such as happiness, warmth, and passion [42-44].”
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“If an employee fails to exhibit the proper emotions or manage the image of the organization during the service encounter, the customer may develop less favorable impressions about the organization (Howard & Gengler, 2001; Pugh, 2001; Verbeke, 1997).”
BackgroundImpact of tacit knowledge on customer loyalty
Pereira, C. A. B., Alves, H., & Ferreira, J. J. (2016) · Service Industries Journal · doi:10.1080/02642069.2016.1272596 · Cited by 26
“ing to be integrated into the service, which can itself change their moods (Pugh, 2001).”
BackgroundHow Angry Customer Complaints Influence Salesperson Commitment to Service Quality
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“Displays are essential to virtually all service transactions and shape customers' service encounter evaluations (Pugh, 2001).”
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Susceptibility to Emotional Contagion
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DISPLAY RULES AND STRAIN IN SERVICE JOBS: WHAT’S FAIRNESS GOT TO DO WITH IT?
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An examination of individual and organizational factors related to emotional labor
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“Moreover, existing studies of emotional contagion in service settings have focused exclusively on facial displays as indicators of emotional impact (Hennig-Thurau et al. 2006; Pugh 2001).”
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“…smile more, increase eye contact and extend more greetings to customers (i.e. expressions of positive emotions associated with communal-relationships), customers experience more positive moods and that such mood effects have a positive influence on customers’ service experiences (Pugh, 2001).”
BackgroundDo smiles have a face value? Panel evidence from Amazonian Indians
Godoy, R., Reyes-García, V., Huanca, T., Tanner, S., Leonard, W., McDade, T., & Vadez, V. (2005) · Journal of Economic Psychology · doi:10.1016/j.joep.2004.10.004 · Cited by 24
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Happiness backfires: emotion and sales in live streaming
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“Happiness intensity displays by bank tellers and shoe sales representatives were connected with higher levels of positive affect in customer reports [66, 77], and ambiguous products were rated more favorably when offered by a smiling person due to the happiness intensity relationship [35].”
InfluentialAshtar, S., Yom‐Tov, G. B., Rafaeli, A., & Wirtz, J. (2023) · Journal of Service Research · doi:10.1177/10946705231194076 · Cited by 28
“Previous work on employee emotion displays (cf. Rafaeli and Sutton 1987; Tsai and Huang 2002; Pugh 2001), largely argued an in fl uence of employees ’ affect displays on customers through a process of contagion (cf. Pugh 2001) or directly (cf. Barger and Grandey 2006).”
Oo, P. P., & Allison, T. H. (2022) · Journal of Small Business Management · doi:10.1080/00472778.2022.2122482 · Cited by 21
“At the same time, display authenticity induces positive emotions in observers (Pugh, 2001).”
BackgroundAntecedents of emotional labour for holiday representatives: A framework for tourism workers
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“These representatives did deliver 'service with a smile' (Humphrey et al., 2015) as they knew they were representing the tour operator (Pugh, 2001).”
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“Similarly, Pugh (2001) found that observed emotional displays by employees (i.e., greeting, smiling, making eye contact, and thanking the customer) related positively to customer evaluations of service quality.”
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“Other research on empathy has shown thatwhen people take others’ perspectives, they vicariously feel their emotions (Pugh, 2001; Tsai & Huang, 2002).”
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“Thus, it follows that research directed at increasing an understanding of drivers of employee and organizational performance in this sector is of growing concern to human resource management scholars and practitioners (e.g., Bowen & Ford, 2002; Chesbrough & Spohrer, 2006; Liao, 2007; Pugh, 2001; Schneider, Ehrhart, Ma…”
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“quality and even color the entire service experience negatively (Pugh, 2001).”
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“Existing studies have shown that the expression of positive emotions and the suppression of negative feelings give rise to feedback of this kind (Pugh, 2001; Tsai, 2001) and this suggests that rules which inhibit this pattern will result in weaker positive, or even negative, feedback.”
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“This engenders a potent social presence, enabling spectators to perceive the streamers' sentiments during live transmissions and unwittingly emulate their emotional manifestations (Hatfield et al., 1994; Pugh & Pugh, 2001).”
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“Pugh (2001) found that tellers’ display of positive emotions was directly associated with their customers’ positive affect and subsequently with positive evaluations of service quality.”
The moderating effects of gender roles on service emotional contagion
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“…employee and customer interaction (Lv et al., 2024), service warmth fulfills customers’ consumption expectations (Oliver, 2014), increases customer satisfaction (Anderson & Srinivasan, 2003), enhances loyalty (Quach et al., 2022), and positively influences organizational evaluations (Pugh, 2001).”
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“As such, most scholarly knowledge of emotion regulation is informed by studies in customer service, healthcare management, or law enforcement contexts (e.g., Bechtoldt et al., 2011; Brotheridge & Grandey, 2002; Gabriel et al., 2015; Pugh, 2001; Rupp & Spencer, 2006).”
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“Second, nurses who are susceptible to emotional contagion are more likely to imitate the negative facial expressions and abusive tone adopted by patients who are mistreating them [40].”
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“Thus, employee affection is positively related to the emotions that are displayed by employees when they interact with customers, and this further increases the positive perceptions of service quality (Pugh, 2001), which lead to favourable behavioural intentions.”
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“Positive emotional expressions following display rules affect customers’ service quality recognition and evaluation (Pugh, 2001), and positive expressions have affirmative impacts on customer maintenance, recovery, and satisfaction (Ashkanasy, Hartel, & Daus, 2002).”
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“to others – an outcome that offers corroboration to the ideas of emotional contagion theorists (Barger & Grandey, 2006; Barsade, 2002; Pugh, 2001).”
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“Smiling leads to a number of favorable outcomes in service settings, including positive assessments of the service provider and of service quality, as well as ‘ emotional contagion, ’ which refers to the client's embodiment of the service provider's affect (Pugh, 2001; Söderlund, 2008).”
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“In turn, this contagion process should have a positive effect on customer positive affect following the service encounter and, therefore, contribute to more positive customer evaluations of the service received (Brown & Lam, 2008; Pugh, 2001).”
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“According to Pugh (2001), work life is an emotional experience and employees express their emotions while performing their roles.”
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“Lending credence to this mantra is a large and diverse body of scholarship documenting varied interpersonal effects of service providers’ display of positive affect (e.g., Barger and Grandey, 2006; Hofmann et al., 2021; Ka-shing and Chan, 2020; Pugh, 2001).”
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“Thus, managers are advised to provide a rationale for the engagement in more difficult customer interactions and should invest in training and communication that emphasizes the meaningfulness of displayed emotions on customer satisfaction and loyalty (e.g., Pugh, 2001).”
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“Our ndings are consistent with previous studies that found (a) a negative relationship between negative affectivity and satisfaction (43,44,61,84), and (b) a positive relationship between negative affectivity and aggressive tendencies (58).”
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Employee emotional displays in the extended service encounter
Söderlund, M., & Berg, H. (2019) · Journal of service management · doi:10.1108/josm-06-2019-0208 · Cited by 19
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Avatar-mediated service encounters: impacts and research agenda
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“Given this, customers evaluate a service highly when the service FLE ’ s behavior is characterized by context-oriented reactions and positive emotions (Arnould & Price, 1993; Pugh, 2001).”
BackgroundEmotional labor in a sales ecosystem: a salesperson-customer interactional framework
Klein, M. C. A. (2021) · Journal of Business and Industrial Marketing · doi:10.1108/jbim-01-2020-0019 · Cited by 21
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“For example, the display of a positive emotion by employees is found to be positively related to customers’ positive affect (Pugh, 2001).”
BackgroundWhat’s in a smile? A review of the benefits of the clinician’s smile
Beamish, A., Foster, J. J., Edwards, H., & Olbers, T. (2019) · Postgraduate medical journal · doi:10.1136/postgradmedj-2018-136286 · Cited by 17
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“At the workplace, emotional state of the employee is directly influenced by the emotions displayed by the other employees or managers or immediate officers of the organization via emotional contagion (Johnson, 2008; Pugh, 2001; Story, Youssef, Luthans, Barbuto, & Bovaird, 2013).”
BackgroundTaking services seriously: New directions in services management theory and research
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Self-citationPositive social behaviors and suggestive selling in the same service encounter
Söderlund, M. (2013) · Managing Service Quality · doi:10.1108/msq-03-2013-0045 · Cited by 17
“This appears to be a wise practice – many researchers have shown that such behaviors have a positive impact on customers’ evaluations of the firm (Barger and Grandey, 2006; Ford, 1995; Gabbott and Hogg, 2000; Gremler and Gwinner, 2008; Pugh, 2001; Söderlund and Rosengren, 2008; Winsted, 2000).”
BackgroundMobile testimony in the information age: The powers of travel reviews
Bissell, D. (2012) · International Journal of Cultural Studies · doi:10.1177/1367877911416885 · Cited by 17
“While affective cues might be woven into the experience of flight so that the passenger is prompted to feel in certain ways, for example the contagion of the flight attendant’s smile (Pugh, 2001), they illuminate that affect cannot be ‘reined-in’ and certainly cannot be resourcefully and unproblematically ‘engineered’…”
BackgroundWeerdt, C. R.-V. D. (2011) · Le travail humain · doi:10.3917/th.744.0321 · Cited by 35
Metadata
- Authors
- Pugh, S. D.
- Affiliations
- University of North Carolina at Charlotte (US)
- Corresponding author
- Pugh, S. D.
- ORCID
- Pugh, S. D.
- Venue
- Academy of Management Journal
- Publisher
- Academy of Management
- Published
- 2001-10-01
- Volume
- 44
- Issue
- 5
- Pages
- 1018-1027
- ISSN
- 0001-4273 (ISSN-L)
- 1948-0989
- OpenAlex
- W2036862235
- Cited by
- 1,393
- References
- 0
- Citations by year
- 2026: 32 · 2025: 32 · 2024: 43 · 2023: 59 · 2022: 59 · 2021: 69 · 2020: 81 · 2019: 89 · 2018: 69 · 2017: 73 · 2016: 77 · 2015: 86 · 2014: 73 · 2013: 77 · 2012: 60
- FWCI
- 81.30
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Academy of Management Journal (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Emotional Labor in Professions
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
- Keywords
- emotional contagion, service encounters, customer service, service employees, consumer emotions
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