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The joint effect of flirting and emotional labor on customer service-related outcomes

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  • Medler-Liraz, Hana
  • Seger-Guttmann, Tali

Abstract

The current studies examined why hospitality employees flirt with customers, and the interaction between flirting and authentic or faked emotional displays. In Study 1, 245 restaurant servers reported their flirting motivations, emotional labor strategy, and perceived rapport. Flirting motivations had a positive effect on rapport when servers engaged in either surface acting or deep acting but not when servers engaged less in emotional labor strategies. In Study 2, 130 servers reported their flirting displays, emotional labor strategies and tip sizes. Flirting displays only increased tips when deep acting was involved. The theoretical and practical implications of flirting are discussed.

Suggested Citation

  • Medler-Liraz, Hana & Seger-Guttmann, Tali, 2021. "The joint effect of flirting and emotional labor on customer service-related outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000631
    DOI: 10.1016/j.jretconser.2021.102497
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    References listed on IDEAS

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    Cited by:

    1. Yang, Defeng & Chen, Xiaoyun & Ma, Baolong & Wei, Haiying, 2022. "When can interaction orientation create more service value? The moderating role of frontline employees' trust in managers and employee deep acting," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Pengfei Cheng & Jingxuan Jiang & Zhuangzi Liu, 2022. "The Influence of Perceived External Prestige on Emotional Labor of Frontline Employees: The Mediating Roles of Organizational Identification and Impression Management Motive," IJERPH, MDPI, vol. 19(17), pages 1-15, August.

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