Genuine Smiles & Nods Boost Rapport, Not Service Quality
Research Finds Smiling and Nodding Frontline Staff a Plus for Businesses, but Not Enough to Change Customer Perception
Tags: Hong Kong Metropolitan University, Hong Kong, Consumer Goods & Services, Education & Human Resources
HKMU researchers found that while smiling and nodding by frontline staff positively impact customer perception, these gestures alone are not enough to change customers’ evaluations of service quality. The study, involving Chinese millennial tourists, tested reactions to simulated interactions using genuine smiles (Duchenne smiles) and repeated down-nods. Results showed that combining genuine smiles with nodding creates a perception of authenticity, improving employee-customer rapport. However, this rapport may not significantly influence overall service quality perceptions, as trust-building takes time. The research suggests training in genuine customer interactions and incorporating recovery activities for staff to maintain authentic engagement.
IP Type or Form Factor: Discovery & Research; Programme & Content
TRL: 1 - basic research with defined needs
Industry or Tech Area: Hospitality & Tourism; Human Resource
