The Moment of Truth: A Review, Synthesis, and Research Agenda for the Customer Service Experience

Customer service is a central feature of the service context. As service research has evolved into a burgeoning multidisciplinary field, management scholars have developed an impressive body of research regarding the antecedents, processes, and outcomes of customer service. We provide an integrative review and synthesis of the literature with a focus on three important and interrelated aspects of customer service that specifically focus on the interpersonal service interaction between employees and customers: ( a) affect in customer service, including emotional labor and emotional contagion processes; ( b) customer mistreatment, the low-quality interpersonal treatment of customers toward service employees; and ( c) customer service behaviors, including customer orientation and service-oriented citizenship behaviors. We review theoretical perspectives for each of these streams of research and summarize the current knowledge regarding empirical findings. We provide a critical assessment of the literature and conclude with a discussion of future research agendas and practical implications for service managers.