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We extended past research on the display of positive emotions within customer service settings by focusing on customer traits. Adopting an emotional contagion perspective, we found that customer traits relate to the display of positive emotions by the service provider. This display of positive emotions was also found to relate to customer satisfaction. Implications for emotion management and service personnel training are discussed. The present study presents evidence that cus- tomers shape their own service experiences through their traits and through the display of pos- itive emotions by service providers. The field of emotion management has concentrated on service providers' display of positive emotions to custom- ers (e.g., Pugh, 2001; Rafaeli, 1989). Rafaeli and her colleagues proposed and tested several situational demands that affected the display of positive emo- tions (Rafaeli, 1989; Rafaeli & Sutton, 1989, 1990). Personal characteristics of the service providers, such as personality traits, were also proposed to affect the display of positive emotions (Rafaeli, 1989). The focus of the present study is on service providers and how organizations can create envi- ronments that induce pleasant service encounters. In this study, we propose that customer charac- teristics, in particular, customer personality traits, play a role in the service experience, since custom- ers can affect service delivery process and out- comes (Lovelock & Young, 1979; Normann, 1991). Research in marketing has explored the impact of customer behaviors on service delivery (e.g., Bet- tencourt, 1997) and the impact of customer affec- tive responses toward service providers (Jayanti, 1996). However, the relationship of customer traits with the behaviors of service providers is not well understood. A service interaction is dyadic and reciprocal. As is depicted in Weick's (1996) "dou- ble interact," what an individual first says is fol- lowed by the response of another, which is then followed by the response of the first person. We therefore theorized that both the service provider and the customer affect each service interaction. Research on "emotional contagion" has also shown that exposure to images of a person displaying pos- itive or negative emotions can result in a corre- sponding change in the emotional state of the ob- server (Hatfield, Cacioppo, & Rapson, 1994; Wild, Erb, & Bartels, 2001). Therefore, the focus on the present study is on customer traits and the role they play in service encounters.

THE EFFECTS OF CUSTOMER PERSONALITY TRAITS ON THE DISPLAY OF POSITIVE EMOTIONS.