Emotion in Service … �New (Data, Tools, Research, Operations) Opportunities
Prof. Anat Rafaeli
© Anat Rafaeli Slides and papers available on website
Logic:
Employee Emotions
Promote Sales and Satisfaction;
Emotions are
Cheap and Effortless;
Emotion Labor Rules!
Sutton & Rafaeli (1985; 1987) Academy of Management Journal
�Lots of Emotions in Organizations … �(and Lots of Technology!)�
Technology Partners offer Opportunities
Rafaeli & Altman (2016), Journal of Service Research
Rafaeli, Ashtar & Altman (2019) Current Directions in Psych Science.
Employee Emotional Labor
Customer Emotions
?? Contextual Factors ???
?? Operational Implications ???
Available Research on Emotion in Service
New Platforms:
Great Data, Research and Operations Opportunities!
Rafaeli, Yom Tov, Ashtar & Altman (2020). Emotions and Service in the Digital Age
Customers
Digital Service Platforms
Data Archives
Technology Mediated Interactions
Rafaeli et al (2019) Current Directions in Psychological Science
Data Analysis Tools
Rafaeli & Altman (2016), Journal of Service Research
Data Unpacks Service: �Hospital Emergency Department
Westphal et al (2020) JMIR Formative Research.
Process Mining: Identifying INDIVIDUAL Patient Journeys
Queue Mining: Identifying SERVICE FLOW
Unpacking Airline Service Chats
Real Customers;
Real Agents;
Real Service Conversations
Multiple Industries
N=149,995 Conversations
3.2016 - 4.2017
SYSTEM: Welcome to AIRLINE. How may I help you? Customer (13:37:46): Hi. I have a ticket to XX and need to change it. Agent (13:41:33): What is the ticket order number?. Customer (13:41:46): I have been waiting for you for 20 mins!! Its zx05492vh Agent (13:42:00): You can change it but there is a change fee. Customer (13:42:17): Come on. Customer (13:42:29): Don't pass the bill. Customer (13:42:46): I wasn’t told there would be a change fee?? Customer (13:43:05): This is really misleading. Agent (13:43:22): I apologize for the inconvenience. Customer (13:43:33): Can you help me? Customer (13:43:43): Can I talk to your supervisor? |
Yom-Tov et al (2018) Proceedings of WWW Conference
Digital Data: �Detailed Tracking
4
Yom-Tov et al (2018) Proceedings of WWW Conference
Digital Tools: �Expressed Emotion
4
Sentiment Analysis�
| Negative | Positive |
Precision | 0.72 | 0.87 |
Recall | 0.24 | 0.57 |
Yom-Tov et al (2018) Proceedings of WWW Conference
CustSent
Tools for Emotion Analyses
Herzing et al )2016( UMAP
Predicting Customer Satisfaction Using Affective Features
How Much Emotion do Customers Express?
10,035,328 Messages
% Conversations
% Messages
677,936 Conversations
October - December 2016
Customer Emotion Rollercoaster for Agents
8 Hour Shift
Rafaeli & Sutton (1991) Academy of Management Journal
Emotional Load
Rafaeli et al (2020) Emotions and service in the digital age
Emotion Evolution During Conversations
No emotion
Negative
Positive
677,936 Conversations.
October - December 2016.
10,035,328 Messages.
Rafaeli et al (2020) Emotions and service in the digital age
Emotion Evolution and Customer Satisfaction
Ashtar, Yom-Tov, Rafaeli (2022 Under Review) Journal of Service Research
Conversations with lowest satisfaction
Social Interaction: Customer Emotion 🡺 Agent Performance
Emotional Labor: Agent Performance 🡺 Customer Emotion
Customer Emotion
Control, Context Variables
Agent Response Time
Altman, Yom-Tov, Olivares, Ashtar, Rafaeli (2021). Manufacturing & Service Operations Management.
Experimental Research
Angry – Rude Customer | Polite Customer |
It’s a nightmare to reach you! Your service is horrible. Update my home number to 03-7526654. George Ashley | Please update my home number. New number is 03-7526654. Thank you very much, George Ashley. |
I am sick and tired of your lousy service. Move me to the weekend deal. Password is "Friends". Josh. | Hi I want you to move me to the weekend deal. My password is "Friends". Thank you, Josh. |
Rafaeli et al. (2012) Journal of Applied Psychology.
Cumulative Effects on Agent Performance
Rafaeli et al. (2012), Journal of Applied Psychology
The Challenge of Experiments!
4 conditions;
120 “employees”;
No real customers
Rafaeli et al. (2012), Journal of Applied Psychology
Habituation Challenges?
The Challenge of Reviewers!
Digital Data:�“Degree of Emotional Load”
Sentiment Analyses: �Emotion in Conversation 🡺 (Real) Agent Response Time
Air Travel
208,210 conversations
1,447,070 customer lines
Altman et al (2021). Manufacturing & Service Operations Management.
Agent Emotional Intelligence?
Variation in Agent RT in High Intensity Customer Emotion
Rafaeli & ???? To Be Done ☺
Ashtar, Yom‐Tov, Akiva & Rafaeli (2021) Journal of Organizational Behavior
Emotional Labor or Social Interaction Effects?
Ashtar et al (2021) Journal of Organizational Behavior
Influences on Employee Emotion Displays?
Social Interaction
Emotional Labor
Organization Policy
Employee Emotion
Customer Emotion
Employee Emotion
Customer Emotion and Behavior
Influences on Employee Emotion?
Social Influence
Emotional Labor
Ashtar et al (2021) Journal of Organizational Behavior
Message Level Analysis:�Interdependence of Emp’s and Cust's
Analyses at Interaction Level!
Ashtar et al (2021) Journal of Organizational Behavior
Influences on Employee Emotion?
Inter-dependence
Emotional Labor
Ashtar et al (2021) Journal of Organizational Behavior
Organic Data … REAL People…
Emotion is NOT Effortless (Takes time and effort)!
Social influence overrides organizational policy
Thank You
Galit
Yom-Tov
Shelly Ashtar
Daniel Altman
© Anat Rafaeli Slides and papers available on website
Not interested in Service?
Studying Organizational Behavior through Slack Communication
Topic of Messages
Communication Behavior
Expressed Emotion
Analyses of User in Day Means