Frontline Problem-Solving Effectiveness: A Dynamic Analysis of Verbal and Nonverbal Cues. (April 2018)

• Record Type: Journal Article
• Authors: Marinova, Detelina; Singh, Sunil K.; Singh, Jagdip
• Is Part Of: JMR, Journal of marketing research. Volume 55:Number 2(2018)
• Page Start: 178
• Page End: 192
• Publication Date: 2018-04
• Subjects: customer satisfaction -- service recovery -- complaint handling -- video recording -- verbal/nonverbal; Marketing research -- Periodicals; 658.8305
• DOI: 10.1509/jmr.15.0243
• Languages: English
• ISSNs: 0022-2437

Abstract

This study examines the impact of frontline employees' problem solving on customer satisfaction (CSAT) during ongoing interactions prompted by service failures and complaints. Using outsourced regulation theory, the authors predict negative moderating effects of frontline relational work and displayed affect on the dynamic influence of frontline solving work on CSAT. Frontline employees' verbal (nonverbal) cues provide the basis to identify solving and relational work (displayed affect). The authors test hypotheses with data from video recordings of real-life problem-solving interactions involving airline customers as well as a controlled experimental study. They find that frontline solving work has a positive effect on CSAT, and it increases in magnitude as the interaction unfolds. However, this positive effect becomes weaker for relatively higher levels of frontline relational work or displayed affect and, conversely, stronger for relatively lower levels over time. In summary, overdoing relational work and overdisplaying positive affect diminish the efficacy of problem-solving interactions, a finding that provides implications for theory and practice.