Is Service with a Smile Enough to Satisfy Customers? Sincere and Insincere Smiles via Video and Vignette

The current service trend does not merely involve face-to-face interactions, including smiling (high-contact-service) by employees, but also using methods such as texting (low-contact service). Sincere and insincere smile studies have used a method involving dynamic (videos) static stimuli (photographs). However, research into the different types of smiles is still limited to vignette. This study aims examine effect type on customer satisfaction vignette video. A total 139 people participated in 2 (smile: sincere versus insincere) x (media: video) groups. found that there an influence from satisfaction. video produces greater than does, because emotional contagion process through more real it interesting finding this gap condition between dissatisfaction customers when served with text (vignette), compared interaction Video could only capture muscle movement person’s cheeks (zygomaticus major), see wrinkles formed around eyes (orbicularis oculi), implies although standard operational procedure (SOP) for demands friendliness, can feel whether server’s genuine or fake. customer’s toward will be higher low-contact high-contact