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

Brian V. Larson; Ricard W. Jensen; Yawei Wang

doi:10.1080/15332969.2016.1156925

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

Brian V. Larson, Ricard W. Jensen, Yawei Wang

Hospitality and Tourism

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

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	https://doi.org/10.1080/15332969.2016.1156925
State	Published - 2 Apr 2016

Keywords

Service marketing
smiling
sport marketing

Access to Document

10.1080/15332969.2016.1156925

Cite this

@article{b797fdcb0dc940b0881c0f76f84ac958,

title = "Wanted: Contagious Gameday Staff. Testing the Effect of Smiling on Fan Responses",

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{\textquoteright} perceptions and behaviors about the service provider.",

keywords = "Service marketing, smiling, sport marketing",

author = "Larson, {Brian V.} and Jensen, {Ricard W.} and Yawei Wang",

note = "Publisher Copyright: {\textcopyright} 2016 Taylor & Francis Group, LLC.",

year = "2016",

month = apr,

day = "2",

doi = "10.1080/15332969.2016.1156925",

language = "English",

volume = "37",

pages = "71--79",

journal = "Services Marketing Quarterly",

issn = "1533-2969",

publisher = "Taylor and Francis Ltd.",

number = "2",

}

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

SN - 1533-2969

VL - 37

SP - 71

EP - 79

JO - Services Marketing Quarterly

JF - Services Marketing Quarterly

IS - 2

ER -

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

Abstract

Keywords

Access to Document

Other files and links

Fingerprint

Cite this