Title

Wanted: Contagious Gameday Staff. Testing the Effect of Smiling on Fan Responses

Document Type

Article

Publication Date

4-2-2016

Abstract

ABSTRACT: In services marketing related to sports, the live, direct interaction between the provider and the customer is crucial. Service quality influences how fans form attitudes and behaviors at sports events; there are several touch points where services are provided and fans often have high expectations. Smiling employees influence fan opinions about sports events. This study tested the effect of smiling on key marketing outcomes by conducting an experiment and field study pertaining to services marketing in sports. Results showed interesting and significant findings about the effect of smiling on sport fans’ perceptions and behaviors about the service provider.

DOI

10.1080/15332969.2016.1156925

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