How do service provider actions shape consumer emotions? This research delves into the immediate emotional responses of consumers during service encounters, revealing the key dimensions of service provider performance that wield the most influence. Drawing on data from 914 service interactions, the study identifies five crucial service-provider dimensions that act as significant predictors of the emotional tone of the experience. Interestingly, the findings highlight that distinct service-provider dimensions impact positive versus negative emotional responses, suggesting a nuanced understanding of customer psychology is essential. Furthermore, the paper investigates the influence of encounter duration and spatial intimacy on the reported emotional levels and the relative importance of these service provider dimensions. Ultimately, this research provides valuable insights for businesses aiming to optimize service delivery and cultivate strong, positive customer relationships. Understanding these dynamics can enable companies to tailor their service strategies for enhanced consumer satisfaction and brand loyalty. This research has practical applications for service industry management seeking to improve customer experience.
Published in the International Journal of Service Industry Management, this paper contributes to the journal’s core focus on understanding and improving service quality and customer satisfaction. By identifying specific dimensions of service provider performance that impact emotional responses, it offers actionable insights for service managers. This aligns with the journal's commitment to bridging academic research and practical application within the service industry.