The Efficacy of Facial Expression in Determining Emotions Associated with Cross Cultural Service Failures
Tombs, Alastair & Russell-Bennett, Rebekah (2007) The Efficacy of Facial Expression in Determining Emotions Associated with Cross Cultural Service Failures. In 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3-5 December 2007, Dunedin, New Zealand.
Service failures are often accompanied by negative customer emotions. The appropriate response to the customer by the firm depends on the ability of the service employee to interpret these emotions accurately. This ability to accurately interpret the emotional expression of customers is important because of the fact that 70-95% of dissatisfied customers do not verbally complain. It becomes even more important when customers and service providers are from different cultural backgrounds. We report on an experiment conducted where we tested 153 respondents’ (frontline service employees from East Asian and Anglo cultures) ability to recognise the emotions of customers (also from Asian and Anglo cultures) that had experienced a service failure.
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|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||25 Aug 2008|
|Last Modified:||29 Feb 2012 13:33|
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