The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop
Numerous experiments have proven that mimicry is highly beneficial (mainly to the mimicker but also to the mimickee). Some studies have shown initial data suggesting the potential of applying this knowledge to business settings. In the present paper we unpack this issue in two ways. First, by presen...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-03-01
|
| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1016125/full |
| _version_ | 1797871222688579584 |
|---|---|
| author | Wojciech Kulesza Dariusz Dolinski Paweł Muniak Joanna Borkowska Polina Bibikova Tomasz Grzyb |
| author_facet | Wojciech Kulesza Dariusz Dolinski Paweł Muniak Joanna Borkowska Polina Bibikova Tomasz Grzyb |
| author_sort | Wojciech Kulesza |
| collection | DOAJ |
| description | Numerous experiments have proven that mimicry is highly beneficial (mainly to the mimicker but also to the mimickee). Some studies have shown initial data suggesting the potential of applying this knowledge to business settings. In the present paper we unpack this issue in two ways. First, by presenting potential benefits stemming from mimicry for the mimicking dyad, and second for the business environment represented by the mimicker. Two consecutive studies: a Pretest and a Main Experiment run in natural settings showed great potential in improving the assessments of quality of service provided by verbally mimicking (or not). The results of both studies showed that mimicry offers benefits for the mimicker (increased employee kindness and employee evaluation), and also spillover to the organization/company represented by the mimicking employee (increased opinion of and willingness to return to the shop/hotel). Future research directions and limitations are discussed. |
| first_indexed | 2024-04-10T00:40:47Z |
| format | Article |
| id | doaj.art-859b248673234896aeb2e466cc91e901 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-10T00:40:47Z |
| publishDate | 2023-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-859b248673234896aeb2e466cc91e9012023-03-14T06:06:12ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-03-011410.3389/fpsyg.2023.10161251016125The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shopWojciech Kulesza0Dariusz Dolinski1Paweł Muniak2Joanna Borkowska3Polina Bibikova4Tomasz Grzyb5Faculty of Psychology in Warsaw, Centre for Research on Social Relations, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, PolandFaculty of Psychology in Wroclaw, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, PolandFaculty of Psychology in Warsaw, Centre for Research on Social Relations, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, PolandFaculty of Psychology in Warsaw, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, PolandFaculty of Psychology in Warsaw, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, PolandFaculty of Psychology in Wroclaw, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, PolandNumerous experiments have proven that mimicry is highly beneficial (mainly to the mimicker but also to the mimickee). Some studies have shown initial data suggesting the potential of applying this knowledge to business settings. In the present paper we unpack this issue in two ways. First, by presenting potential benefits stemming from mimicry for the mimicking dyad, and second for the business environment represented by the mimicker. Two consecutive studies: a Pretest and a Main Experiment run in natural settings showed great potential in improving the assessments of quality of service provided by verbally mimicking (or not). The results of both studies showed that mimicry offers benefits for the mimicker (increased employee kindness and employee evaluation), and also spillover to the organization/company represented by the mimicking employee (increased opinion of and willingness to return to the shop/hotel). Future research directions and limitations are discussed.https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1016125/fullchameleon effectverbal mimicryspillover effectservice quality measurementhospitality management |
| spellingShingle | Wojciech Kulesza Dariusz Dolinski Paweł Muniak Joanna Borkowska Polina Bibikova Tomasz Grzyb The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop Frontiers in Psychology chameleon effect verbal mimicry spillover effect service quality measurement hospitality management |
| title | The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop |
| title_full | The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop |
| title_fullStr | The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop |
| title_full_unstemmed | The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop |
| title_short | The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop |
| title_sort | chameleon effect in customer relationship management experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop |
| topic | chameleon effect verbal mimicry spillover effect service quality measurement hospitality management |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1016125/full |
| work_keys_str_mv | AT wojciechkulesza thechameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT dariuszdolinski thechameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT pawełmuniak thechameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT joannaborkowska thechameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT polinabibikova thechameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT tomaszgrzyb thechameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT wojciechkulesza chameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT dariuszdolinski chameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT pawełmuniak chameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT joannaborkowska chameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT polinabibikova chameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop AT tomaszgrzyb chameleoneffectincustomerrelationshipmanagementexperimentsonthespillovereffectsofmimicryinnaturalsettingsofachainhotelandachaingroceryshop |