To smile or not to smile - an eye-tracking study on service recovery

被引：22

作者：

Boyol Ngan, Henrique Fatima ^{[1
]}

Yu, Chung-En ^{[1
]}

机构：

[1] Inst Tourism Studies, Tourism Coll, Macau, Peoples R China

来源：

CURRENT ISSUES IN TOURISM | 2019年 / 22卷 / 19期

关键词：

Smile; eye tracking; heat map; fixation time; AOI; EMOTIONAL LABOR; FORGIVENESS; CONSEQUENCES; FAILURE; MODEL;

D O I：

10.1080/13683500.2018.1502260

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The effect of service with a smile on consumers is undoubtedly positive. Yet, in service failure and recovery, this remains unclear. This study examines the importance of morphological characteristics of a smile and different types of smile in service failure and recovery using eye-tracking technology. Results indicated that the degree of mouth activation and the gender of the service worker were crucial factors in service recovery. In addition, eye-tracking data revealed that the longest fixations occurred on smiles with teeth showing and eyes that produced crows' feet wrinkles. Taken together, this suggests that eye tracking may identify optimal display of smile in service recovery.

引用

页码：2327 / 2332

页数：6

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