Positive Emotions Foster the Co-Creation of Mutual Value in Services: Four Positively Deviant Performances
Emotions and the Organizational Fabric
ISBN: 978-1-78350-939-3, eISBN: 978-1-78350-934-8
Publication date: 14 August 2014
Abstract
This chapter provides novel theory that explicates how positive emotions of four actors (supervisors, employees, peers, and customers) in the service profit chain can foster the creation of positively deviant service businesses. It is suggested to incorporate studies and theories of positive organizational scholarship and particularly studies on positive emotions to the services marketing literature. This chapter elucidates how positively deviant behaviors, such as expressions of appreciation, helping others, gratitude, trustworthiness, and unselfishness, can foster the creation of such positively deviant performances that may generate supreme customer experience. These four positively deviant performances are trust in self and others, feeling of oneness, creativity, and seeing the bigger picture. The suggestion is that these positively deviant performances create climate for positivity in the supplier–customer interaction and foster the co-creation of mutual value in service businesses.
Keywords
Citation
Fischer, M. (2014), "Positive Emotions Foster the Co-Creation of Mutual Value in Services: Four Positively Deviant Performances", Emotions and the Organizational Fabric (Research on Emotion in Organizations, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 13-47. https://doi.org/10.1108/S1746-979120140000010011
Publisher
:Emerald Group Publishing Limited
Copyright © 2014 Emerald Group Publishing Limited