The power of emotions is often underestimated in the world of customer service. While most companies focus on providing efficient and high-quality services, they often overlook the impact of emotional displays on customer satisfaction. However, for Shelly Ashtar, her longstanding interest in service-related work and its connection to research on customer satisfaction has led her to explore this very topic with her collaborators Galit B. Yom-Tov, Anat Rafaeli, and Jochen Wirtz, in their groundbreaking study, “Affect-as-Information: Customer and Employee Affective Displays as Expeditious Predictors of Customer Satisfaction,” published in the Journal of Service Research.
In this study, Ashtar and her team delve into the concept of “affect-as-information”, which suggests that individuals use their own emotional experiences as a source of information to evaluate situations, decisions, and interactions. This concept has been widely studied in the field of psychology, but its integration into the realm of customer service is relatively new and holds great potential.
Ashtar’s interest in this topic stems from her own personal experiences in the service industry. Working part-time jobs in retail and customer service throughout college, she became increasingly interested in how customer satisfaction is influenced by the affective displays of both employees and customers themselves. This interest only grew when she pursued an academic career in the field of service management.
Together with her collaborators, Ashtar conducted a series of studies to test their hypothesis that affective displays from both employees and customers can serve as valuable predictors of customer satisfaction. In one study, they analyzed the impact of customers’ positive or negative emotional displays during a service encounter on their overall satisfaction level. They found that customers who displayed positive emotions, such as smiling or making small talk, reported higher levels of satisfaction compared to those who displayed negative emotions, such as frowning or showing signs of impatience.
Similarly, in another study, the team observed the impact of employee emotional displays on customer satisfaction. They found a strong correlation between employees’ positive emotional displays, such as a friendly tone of voice or a warm smile, and higher levels of customer satisfaction. On the other hand, employees who displayed negative emotions, such as annoyance or frustration, had a significant negative impact on customer satisfaction.
These findings have significant implications for businesses in the service industry. By acknowledging the role of affective displays in customer satisfaction, companies can train their employees to be more aware of their emotional displays in interactions with customers. Ashtar and her team suggest that employees should be trained to regulate their emotions in a way that generates positive affective displays, such as through positive self-talk or taking short breaks to recharge. This, in turn, will lead to happier and more satisfied customers.
Moreover, this research also highlights the importance of hiring employees with positive and warm personalities, as they are more likely to display positive emotions consistently, which can enhance the overall customer experience. Companies can also consider implementing performance reviews that include measures of emotional displays, which can motivate employees to regulate their emotions to provide better service to customers.
The application of affect-as-information in the service industry does not only benefit businesses, but it also has implications for customers. By understanding how their own emotions can impact their satisfaction, customers can use this knowledge to regulate their emotions and, in turn, improve their experience with the service provider. For example, if a customer is having a bad day and is displaying negative emotions, they can consciously try to regulate their emotions and display more positive affect, leading to a better overall service experience.
Ashtar’s study brings to light the powerful role of emotions in the customer experience. It challenges businesses to see their customers as more than just rational decision-makers but as emotional beings who use their emotions as valuable sources of information. Furthermore, it also highlights the importance of employee training and selection in the service industry.
In conclusion, Ashtar’s research sheds light on the often overlooked area of emotional displays in customer satisfaction. By recognizing the impact of affective displays and incorporating it into customer service strategies, businesses can enhance the overall service experience and ultimately, customer satisfaction. As we continue to navigate the ever-evolving world of customer service, Ashtar’s research serves as a valuable reminder to never underestimate the power of emotions.
