'Service with a smile' can result in emotional burnout
24 January 2012
A Southampton Management School graduate has been hitting the headlines with her topical research into how today’s ‘service with a smile’ culture affects staff.
Dr Cristina Quinones-Garcia, now at the University of Northampton Business School, worked with Dr Nicholas Clarke at Southampton to find out how much employees such as waiters and sales staff had to pretend to be happy and cheerful with customers while at work.
Her research comparing service industries in the UK and Spain found people who felt they had to make a greater effort than most to simulate cheerfulness were significantly likely to be left feeling both emotionally exhausted and cynical.
A joint paper on the subject was presented to the 2012 British Psychology Society conference and interested several print and broadcast journalists. Articles have been published in the Daily Mail and Daily Telegraph; Cristina was also interviewed by the BBC.
Cristina graduated in 2011 with a PhD in Management. Nicholas was her supervisor and co-author of the conference paper. He explains: “The service sector has expanded largely in the last 50 years, making new demands on individuals working in the industry. Our research shows staff often have to fake emotions, which leads to burn out and exhaustion.”