The influence of service employees' nonverbal communication on customer-employee rapport in the service encounter

摘要

Purpose - Rapport between service employees and customers has been suggested to be an important determinant of customer relationship management, yet existing marketing literature still lacks a sufficient understanding of how service employees' nonverbal communication affects customer-employee rapport development in service encounters. The purpose of this paper is to fill this research gap by proposing and testing a model that explores how service employees' nonverbal communication (employee affective delivery and behavioral mimicry) influences customer positive emotions and customer-employee rapport. The mediating role of customer positive emotions and the moderating role of store atmosphere in the process of customer-employee rapport development were also assessed.