How customer’s display of emotions relates to task performance: social interaction model in hospitality

Purpose The purpose of this paper is to understand the emotional cycle of the relationship between service employees and customers using a social interaction model. Design/methodology/approach A total of 22 five-star hotels in Seoul area are selected. The survey was conducted by a mixed mail and visiting format. Of 340 questionnaires distributed, 27 were incomplete and thus eliminated from the study. As a result, 313 questionnaires were accepted for the purpose of final analysis, representing a response rate of 92 per cent. Findings The study found that service employees’ orientation and emotions are critical for predicting customers’ display of emotions and ensuring employees’ mood. In addition, employees’ emotions and service orientation have positive relationships with customers’ display of emotions; customers’ display of emotions have positive relationships with employees’ moods and task performance; and employees’ moods have positive relationships with task performance. Research limitations/implications A key limitation of this study is that it is difficult to capture precisely the emotions of employees and customers using the five-point Likert scale. Second, there might be representative issue in his study because the survey was limited to brief encounter within in the hotel industry that focused only on five-star hotels in Seoul. Practical implications Through the study, to overcome the emotional labor, this study shows that an answer could lie in the connection between business outcomes and positive mood of employees. Managers should create a good environment for employee to work in a pleasant atmosphere. In addition, during the employee selection process, managers might hire talented and qualified front employees with friendly, courteous and extroverted characteristics. Originality/value The essential contribution of this study is that it provides initial empirical support for the social interaction model in an employee and customer service setting in the field of hospitality.