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.
| Original language | English |
|---|---|
| Pages (from-to) | 71-79 |
| Number of pages | 9 |
| Journal | Services Marketing Quarterly |
| Volume | 37 |
| Issue number | 2 |
| DOIs | |
| State | Published - 2 Apr 2016 |
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Keywords
- Service marketing
- smiling
- sport marketing
Cite this
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Wanted : Contagious Gameday Staff. Testing the Effect of Smiling on Fan Responses. / Larson, Brian V.; Jensen, Ricard W.; Wang, Yawei.
In: Services Marketing Quarterly, Vol. 37, No. 2, 02.04.2016, p. 71-79.Research output: Contribution to journal › Article
TY - JOUR
T1 - Wanted
T2 - Contagious Gameday Staff. Testing the Effect of Smiling on Fan Responses
AU - Larson, Brian V.
AU - Jensen, Ricard W.
AU - Wang, Yawei
PY - 2016/4/2
Y1 - 2016/4/2
N2 - 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.
AB - 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.
KW - Service marketing
KW - smiling
KW - sport marketing
UR - http://www.scopus.com/inward/record.url?scp=84964308874&partnerID=8YFLogxK
U2 - 10.1080/15332969.2016.1156925
DO - 10.1080/15332969.2016.1156925
M3 - Article
AN - SCOPUS:84964308874
VL - 37
SP - 71
EP - 79
JO - Services Marketing Quarterly
JF - Services Marketing Quarterly
SN - 1533-2969
IS - 2
ER -