Exploring consumers' responses to service providers' positive affective displays

Purpose – To discuss the importance of the relationship between service providers' positive affective displays, the value of a “real” smile within the consumers' perception of authentic service delivery and how these relate to satisfaction and future intentions. Design/methodology/approach – The literature review discusses underpinning theory concerning the role of expressive display in service provision. In particular the importance of authenticity is explored through qualitative and quantitative research in an extended duration service setting. The quantitative data are analysed using SPSS and path modelling (AMOS). Findings – The findings indicate a strong positive relationship between affective displays (including the “real” smile), overall service satisfaction and life satisfaction. Research limitations/implications – The study advances existing research and raises suggestions for future research including how personality differences may affect the service provider's ability to interact with their customers appropriately. Practical implications – The wider implications for marketing practitioners are concerned with the services marketing mix. The authors suggest ways that managers may improve interactive service standards. Originality/value – The literature reveals no other study that has quantified the value of a “real” smile within expressive display.