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Service with a smile: Does the type of smile matter?

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  • Andrzejewski, Susan A.
  • Mooney, Emily C.

Abstract

Service providers have often used the mantra of “service with a smile†as a strategy to engender customer satisfaction. The findings of the current research indicate that a smile alone may not be sufficient in achieving service excellence. Specifically, this work extends prior research suggesting that customers have more positive reactions to Duchenne, or authentic, smiles compared to non-Duchenne, or non-genuine, smiles. Two experimental vignette studies examined the influence of the type of smile a service provider displays (Duchenne vs. non-Duchenne) and gender of the service provider on perceptions of service quality, as well as the Stereotype Content Model dimensions of competence and warmth. The results suggest that the type of smile (Duchenne vs. non-Duchenne) impacts evaluations of service providers in terms of their perceived level of competence, as well as their perceived service quality ratings. Implications for the hiring and training of service providers are also discussed.

Suggested Citation

  • Andrzejewski, Susan A. & Mooney, Emily C., 2016. "Service with a smile: Does the type of smile matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 135-141.
    • Handle: RePEc:eee:joreco:v:29:y:2016:i:c:p:135-141
    DOI: 10.1016/j.jretconser.2015.11.010
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    References listed on IDEAS

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    Cited by:

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    2. Fernandes, Teresa & Nettleship, Heather & Pinto, Luísa Helena, 2022. "Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Qiuzhen Wang & Zhengmin Xu & Xiling Cui & Lei Wang & Chang Ouyang, 2017. "Does a big Duchenne smile really matter on e-commerce websites? An eye-tracking study in China," Electronic Commerce Research, Springer, vol. 17(4), pages 609-626, December.
    4. Xu, Ying & Niu, Nan & Zhao, Zixiang, 2023. "Dissecting the mixed effects of human-customer service chatbot interaction on customer satisfaction: An explanation from temporal and conversational cues," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    5. Sung-Bum Kim & Seunghwan Lee & Dae-Young Kim, 2018. "The effect of service providers’ facial hair on restaurant customers’ perceptions," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 277-303, June.
    6. Omoruyi O & Chinomona E, 2016. "Modeling the Factors that Influence Employee Attitude and Service Delivery Behavior among Higher Education Professionals," Journal of Economics and Behavioral Studies, AMH International, vol. 8(5), pages 146-158.
    7. Olk, Stephan & Lindenmeier, Jörg & Tscheulin, Dieter K. & Zogaj, Adnan, 2021. "Emotional labor in a non-isolated service encounter - The impact of customer observation on perceived authenticity and perceived fairness," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The depicted service employee in marketing communications: An empirical assessment of the impact of facial happiness," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 186-193.
    9. Japutra, Arnold & Molinillo, Sebastian & Wang, Shasha, 2018. "Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 191-200.
    10. Trivedi, Rohit H. & Teichert, Thorsten, 2019. "The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender," Journal of Business Research, Elsevier, vol. 99(C), pages 197-205.
    11. Nurul Amirah Othman, 2025. "Does frontline employee friendliness during service delivery still matter in the current era? Revisiting its dimensionality effects on brand outcome," Journal of Brand Management, Palgrave Macmillan, vol. 32(4), pages 315-327, July.
    12. Cervellon, Marie-Cécile & Poujol, Juliet F. & Tanner, J.F., 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 191-201.
    13. Xu, Yingzi & Ling, I-Ling, 2023. "Effects of face masks and photo tags on nonverbal communication in service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    14. Marie-Cécile Cervellon & Fanny-Juliet Poujol & John F. Tanner Jr, 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Post-Print hal-03122118, HAL.
    15. Otterbring, Tobias & Bhatnagar, Roopali & Samuelsson, Peter & Borau, Sylvie, 2021. "Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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