Service with a smile: Legal and emotional issues

Abstract

Organizations are increasingly taking a customer orientation in an attempt to enhance their competitive position. However, is this orientation an effective strategy? What effect does it have on employees? In practice, this approach often translates into asking service employees to be extra cheerful, friendly, and pleasant with customers. Many articles have suggested that this service with a smile emphasis has positive benefits; few suggest that it can also result in negative consequences. This paper examines two potential negative outcomes: sexual harassment by customers and the dysfunctional psychological effects of asking employees to display unfelt emotions.