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Second-class citizens? Perceptions and reality: discourtesy in serving lines in a college cafeteria
Courtney Ingalls1, Jennifer Reagan, Paul D Luyben
1Department of Psychology, State University of New York College at Cortland, Cortland, New York 13045, USA.
Journal of Prevention & Intervention in the Community
|July 25, 2009
Summary
Customer service perceptions were tested through direct observation. Researchers found very low rates of discourteous behavior among college cafeteria customers, suggesting servers may misinterpret customer actions.
Area of Science:
- Social Psychology
- Observational Research Methods
Background:
- Anecdotal evidence suggested customers exhibited rude behavior towards servers.
- Limited empirical research existed on customer behavior in service settings, especially using direct observation.
Purpose of the Study:
- To empirically assess servers' perceptions of customer discourtesy through systematic observation.
- To investigate gender differences in customer friendliness towards servers in a college cafeteria.
Main Methods:
- Systematic direct observation of customer behavior in a college cafeteria serving line.
- Categorization of observed behaviors including discourtesy, pleasantness, indifference, and no-response.
- Analysis of behavioral data stratified by gender.
Main Results:
- Observed rates of discourteous customer behavior were very low for both male and female customers.
- Variations in pleasantness, indifference, and no-response behaviors were noted across different settings and genders.
- The study provided empirical data contradicting initial perceptions of widespread rudeness.
Conclusions:
- Servers' initial perceptions of widespread customer rudeness may not be supported by objective behavioral data.
- Customer behavior, while not overtly discourteous, showed variations in interaction styles.
- Further research could explore the nuances of server-customer interactions and perception biases.
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