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Effects of face masks and photo tags on nonverbal communication in service encounters
Institution:1. AUT Business School, Auckland University of Technology, 120 Mayoral Drive, Auckland Central, 1010, New Zealand;2. Department of Marketing & Tourism Management, National Chiayi University, 580 Shin-Min Road, Chiayi City, 6000, Taiwan;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;1. Department of Marketing, Branding & Tourism, Middlesex University, Business School, W207, Williams Building, Hendon Campus, The Burroughs, London, NW4 4BT, UK;2. Department of Digital and Data Driven Marketing, Southampton Business School, University of Southampton, 2/3065, Southampton, Hampshire, SO17 1BJ, UK;3. Department of Management Science and Technology, School of Business and Economics, International Hellenic University, Kavala University Campus, Greece;1. Vilnius University, Faculty of Economics and Business Administration, Saulėtekio al. 9, Vilnius, Lithuania;2. Tallinn University of Technology, Dept of Business Administration, Estonia;3. Umea University, USBE, Dept of Business Administration, Sweden;4. Lund University, Dept of Business Administration, Sweden;5. University of Johannesburg, Dept of Marketing Management, South Africa;6. Lund University School of Economics and Management, Sweden;1. Univ. Grenoble Alpes, Grenoble INP, CERAG, 38000, Grenoble, France;2. Excelia Business School, CERIIM, La Rochelle, France;1. Department of Marketing, Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;2. Department of Marketing, University of Sadat City, Sadat City, Menofia, Egypt;3. College of Business Administration, Jazan University, Saudi Arabia;4. Faculty of Tourism and Hotels, University of Sadat City, Menofia, Egypt;5. Finance Department, King Abdulaziz University, College of Business, Rabigh, Saudi Arabia;6. Department of Marketing, King Abdulaziz University, College of Business, Rabigh, Saudi Arabia;7. MSA university, 6th of October City, Egypt;8. Gulf University for Science and Technology, Kuwait;9. Faculty of commerce, Mansoura University, Egypt;10. School of Business, University of Dundee, 1-3 Perth Rd, Dundee DD1 4JW, UK;11. Business Administration, Department of Faculty of Commerce-Assiut University, Egypt
Abstract:Facial expressions convey critical information for customers to evaluate a service encounter. Widespread mask-wearing since the pandemic began has brought challenges in decoding individuals' facial expressions. This study investigates the effects of face masks on customers' interpretations of frontline employees’ facial expressions across retailing and healthcare service contexts. The findings show that mask-wearing improves customer perception of service employees and behavioral intention when the employees display neutral or negative emotions. Photo tags, as an additional nonverbal signal, can enhance the positive perceptions of masked employees. This research suggests that service companies could incorporate face masks and photo tags as a cost-effective practice to improve service encounters beyond the current pandemic.
Keywords:Facial expressions  Social judgment  Signaling theory  Service encounters  Face mask  Photo tag
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