SciELO - Scientific Electronic Library Online

vol.20 issue1The role of quantity surveyors in public-private partnerships in South AfricaContingent convertible bonds as countercyclical capital measures author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand



Related links

  • On index processCited by Google
  • On index processSimilars in Google


South African Journal of Economic and Management Sciences

On-line version ISSN 2222-3436
Print version ISSN 1015-8812


BOSHOFF, Christo. An assessment of consumers' subconscious responses to frontline employees' attractiveness in a service failure and recovery situation. S. Afr. j. econ. manag. sci. [online]. 2017, vol.20, n.1, pp.1-13. ISSN 2222-3436.

BACKGROUND: Initial analyses of the impact of physical attractiveness in a business context have supported the 'what is beautiful is good' contention. However, in circumstances characterised by negative emotions, duress and stress, very little is known about how human beings respond at the subconscious level to the attractiveness of frontline service providers. AIM: The purpose of this study was to assess whether consumers who complain to a frontline service provider about a service failure respond differently at the subconscious level when the service provider involved in the service encounter is attractive compared with one who is less attractive. METHOD: Forty respondents were exposed to a video clip of a service failure and service recovery situation. While viewing the hypothetical scenario, two neuro-physiological measurements were used to collect data at the subconscious level, namely galvanic skin response (GSR) and electroencephalography (EEG). RESULTS: The results suggest that, at the subconscious level, customers respond differently to the service recovery efforts depending on the attractiveness of the frontline service provider who attempts to rectify the service failure. CONCLUSION: The results seem to suggest that the physical attractiveness of a frontline service provider moderates (or softens) the negative emotions that a complaining customer might experience during a service failure and complaint situation - consistent with the 'what is beautiful is good' contention.

        · text in English     · English ( pdf )


Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License