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首页> 外文期刊>European journal of marketing >Recognising emotional expressions of complaining customers: A cross-cultural study
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Recognising emotional expressions of complaining customers: A cross-cultural study

机译：识别抱怨客户的情感表达：跨文化研究

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Purpose - This study aims to test service providers' ability to recognise non-verbal emotions in complaining customers of same and different cultures. Design/methodology/approach - In a laboratory study, using a between-subjects experimental design (n = 153), we tested the accuracy of service providers' perceptions of the emotional expressions of anger, fear, shame and happiness of customers from varying cultural backgrounds. After viewing video vignettes of customers complaining (with the audio removed), participants (in the role of service providers) assessed the emotional state of the customers portrayed in the video. Findings - Service providers in culturally mismatched dyads were prone to misreading anger, happiness and shame expressed by dissatisfied customers. Happiness was misread in the displayed emotions of both dyads. Anger was recognisable in the Anglo customers but not Confucian Asian, while Anglo service providers misread both shame and happiness in Confucian Asian customers. Research limitations/implications - The study was conducted in the laboratory and was based solely on participant's perceptions of actors' non-verbal facial expressions in a single encounter. Practical implications - Given the level of ethnic differences in developed nations, a culturally sensitive workplace is needed to foster effective functioning of service employee teams. Ability to understand cultural display rules and to recognise and interpret emotions is an important skill for people working in direct contact with customers. Originality/value - This research addresses the lack of empirical evidence for the recognition of customer emotions by service providers and the impact of cross-cultural differences.
机译：目的-这项研究旨在测试服务提供商在抱怨相同和不同文化的客户中识别非语言情感的能力。设计/方法/方法-在一项实验室研究中，使用对象间实验设计（n = 153），我们测试了服务提供商对来自不同文化背景的客户的愤怒，恐惧，羞耻和幸福情绪表达的感知的准确性背景。在查看了抱怨的客户的视频短片（删除了音频）之后，参与者（以服务提供商的身份）评估了视频中所描绘的客户的情感状态。调查结果-文化不匹配的二元组中的服务提供者容易误读不满意客户表达的愤怒，幸福和耻辱。两个双性恋者所表现出的情感中，幸福被误读了。愤怒在盎格鲁客户中是可识别的，而在亚洲儒家中则不然，而盎格鲁服务提供商却误读了儒家亚洲客户的耻辱和幸福。研究局限性/含义-该研究是在实验室中进行的，仅基于参与者一次接触演员对非语言面部表情的理解。实际意义-考虑到发达国家中种族差异的程度，需要文化上敏感的工作场所来促进服务员工团队的有效运作。对于与客户直接联系的人们来说，理解文化展示规则以及识别和解释情感的能力是一项重要技能。原创性/价值-这项研究解决了缺乏经验证据，无法识别服务提供商对客户情绪的影响以及跨文化差异的影响。

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