Impact of customer preconsumption mood on the evaluation of employee behavior in service encounters

The influence of customers' affective states on the evaluation of service encounters has been conceptually discussed for more than a decade. However, empirical studies, field studies in particular, are scarce. Recent studies have contributed to the area by empirically demonstrating mood effects on service satisfaction. Because of the interpersonal nature of services, the behavior of the service personnel is of utmost importance for overall service satisfaction. This article extends previous research by investigating the impact of customers' reported preconsumption mood on the evaluation of three service behaviors, proposed by Winsted (2000) in her seminal study. The findings support the existence of three service behavioral dimensions, namely, concern, congeniality and uncivility, and show that mood valence influences these behaviors as well as encounter satisfaction. Furthermore, the study demonstrates the importance of past service experiences for customers' responses, especially their repurchase intentions. Future research directions regarding mood effects in services are also discussed.