To smile or not to smile – an eye-tracking study on service recovery

ABSTRACT

The effect of service with a smile on consumers is undoubtedly positive. Yet, in service failure and recovery, this remains unclear. This study examines the importance of morphological characteristics of a smile and different types of smile in service failure and recovery using eye-tracking technology. Results indicated that the degree of mouth activation and the gender of the service worker were crucial factors in service recovery. In addition, eye-tracking data revealed that the longest fixations occurred on smiles with teeth showing and eyes that produced crows’ feet wrinkles. Taken together, this suggests that eye tracking may identify optimal display of smile in service recovery.