Impact of nonverbal customer-to-customer interactions on customer satisfaction and loyalty intentions

Abstract

Purpose This study aims to examine the relationship among nonverbal customer-to-customer interactions (CCIs), positive and negative emotions, customer satisfaction and loyalty intentions. Design/methodology/approach The conceptual model that was developed using the stimulus-organism-response theoretical framework was tested using a sample of 583 consumers. Findings The results show that kinesics and paralanguage positively affect customers’ positive emotions while proxemics, paralanguage and physical appearance negatively influence their negative emotions. Further, both positive and negative emotions are found to have significant impacts on customer satisfaction and loyalty intentions. Research limitations/implications Theoretically, this study not only contributes to the existing servicescape and customer experience literature but also expands nonverbal interaction research in the hospitality management field. However, results may have limited generalizability to other service settings and other cultural contexts. Originality/value This study is one of the first to investigate the impact of nonverbal CCIs on service experiences.