Great deals lead to worse treatment for customer service workers: study

Great deals lead to worse treatment for customer service workers: study

New psychological study looks at the implications of a bargain-hunting mentality

As shoppers search for the best post-Christmas deals, a study by the University of British Columbia has found bargain hunters tend to dehumanize customer service staff.

The study published this month in the Journal of Consumer Psychology looked at the implications of a bargain-hunting mentality and found it causes shoppers to be less attuned to the human needs of employees and more likely to report bad service.

“It kind of has this perverse effect of, ‘Oh I’m paying less, hence they’re worth less,’ and the other effect that is, I am so narrowing down on paying the lowest price that I don’t take the time to look around and appreciate what’s going on,” said co-author Johannes Boegershausen, a PhD student at the Sauder school of business.

In one experiment, researchers compared over 2,000 online reviews of airlines Lufthansa and the low-cost carrier Ryanair by looking specifically for more than 100 words that reflect the humanity behind the service, such as friendly, compassionate, kind or helpful.

The humanizing terms were used far less often for Ryanair than the higher-end Lufthansa, even when results were adjusted for differences in quality.

Perceptions of advertising between the two airlines were also tested. Identical ads of a flight attendant branded for both airlines and a neutral non-brand found that people perceived the Ryanair employee in a lesser light.

Boegershausen said it’s believed this is the result of the perceived cost-benefit of the interaction based on market pricing.

The perceptions can also affect how consumers then rate their experience with a customer service agent.

In a test asking consumers to rent a car online that included interacting with a rude employee in a chat room, consumers tasked with finding the best deal were harsher in their review of the chat support.

With car rental or car sharing platforms, such as Uber and Lyft, relying on customer reviews to monitor the quality of their employees, Boegershausen said bargain hunters are 18 per cent more likely to leave a review that triggers a disciplinary meeting for a driver.

“Basically when you shop at price-conscious mentality … you actually perceive the employee as somewhat less human and because of that, when they do something wrong, you punish them more, or you are more likely to punish them,” he said.

The findings are not intended to paint bargain hunters in a bad light, Boegershausen said.

“I think almost every one of us is in that state at some point in their life through, say, a particular sale and it’s not that we’re necessarily particularly bad people, but we can lose sight of what is really important,” he said.

Employers with discount brands should keep in mind that their staff may face greater stress and burnout when facing price-conscious consumers, he said.

Especially during the deal hunting around the holiday season, Boegershausen said.

“It’s a little ironic that Christmas is a celebration of love and that can get lost very quickly,” he said.

“It’s not that much of an extra effort to treat someone with human kindness.”

Linda Givetash, The Canadian Press

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

A man wearing a mask against coronavirus walks past an NHS advertisement about COVID-19 in London, Tuesday, Feb. 2, 2021. (AP Photo/Alastair Grant)
92 new COVID-19 cases, no new deaths: Interior Health

The region is reporting 92 cases after the weekend

The Regional District of Okanagan-Similkameen has implemented extended hours at four landfills, beginning March 1, 2020. (Regional District of Okanagan-Similkameen photo)
Regional District of Okanagan-Similkameen extends landfill hours

Summer hours at four facility take effect March 1, 2021.

Island Health chief medical officer Dr. Richard Stanwick receives a first dose of Pfizer vaccine, Dec. 22, 2020. (B.C. government)
COVID-19: B.C. seniors aged 90+ can start to sign up for vaccination on March 8

Long-term care residents protected by shots already given

(Contributed)
March 1 snow measurement at Summerland Reservoir above normal

Isintok Lake snow measurements near historical average

The Okanagan’s first virtual wedding fair will be held Saturday, March 27. {Paul Rodgers photo)
Okanagan to host virtual wedding fair

Okanagan wine country is No. 1 destination for weddings - online event set for March 27

Langley resident Carrie MacKay shared a video showing how stairs are a challenge after spending weeks in hospital battling COVID-19 (Special to Langley Advance Times)
VIDEO: Stairs a challenge for B.C. woman who chronicled COVID-19 battle

‘I can now walk for six (to) 10 minutes a day’

Pastafarian Gary Smith, pictured here dressed as a pirate, wanted to wear his tricorn (also pictured here) in his driver’s licence photo, arguing that the display was a religious observance. Photo: Facebook
B.C. Pastafarian loses Supreme Court fight to wear pirate hat in driver’s licence photo

Gary Smith of Grand Forks, put his case to the Supreme Court in Rossland in early February

A student from Dawson Creek is the winner of Tolko’s Orange Shirt Day design contest for 2021. (Tolko photo)
Tolko contest features northern winner

Student from Dawson Creek beats out entries Canadawide for Orange Shirt Day design contest win

Provincial health officer Dr. Bonnie Henry updates B.C.’s coronavirus situation, May 8, 2020. (B.C. government photo)
B.C.’s weekend COVID-19 cases: 532 Saturday, 508 Sunday, 438 Monday

Fraser Health still has most, eight more coronavirus deaths

The Vernon Public Art Gallery's new Regional Reach program which sends supplies and lessons to classes, has been a hit in the North Okanagan classrooms. (VPAG photo)
Travelling art kit a hit in North Okanagan schools

Art Gallery’s new Regional Reach program delivers art education to the classrooms

A kaleidescope of colours was captured over Lake Country Sunday, Feb. 28. (Wendey Innes-Shaw photo)
Colourful close to month with North Okanagan sunset

From all angles: Vernon and Lake Country photographers capture sunset Feb. 28

City council passed resolution in support of an expansion of the licence area at Salmon Arm’s Marionette Winery for the inclusion of a lounge area. (Marionette Winery/Facebook)
Salmon Arm council supports lounge addition at Shuswap winery

Marionette Winery expanding licence area to host small gatherings

Vernon’s Noric House long-term care facility’s COVID-10 outbreak has been declared over by Interior Health. (Jennifer Smith - Morning Star)
COVID outbreak at Vernon’s Noric House declared over

10 deaths were linked to the outbreak at long-term care facility

(File photo)
UBCO introduces another reading break in November

The break only affects the Okanagan campus

Most Read