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.

Just Posted

Lorne Doerkson is the Liberal MLA for the Cariboo-Chilcotin. (Black Press Media file photos)
MLA’s CORNER: Mining month in B.C.

Mining Month 2021 gives us the opportunity to learn more about how the industry is changing

Williams Lake Farmers’ Market manager Barb Scharf said Friday, May 7, she was glad to have everyone back for another season. (Monica Lamb-Yorski photo - Williams Lake Tribune)
Farmers’ market season underway in Williams Lake

The Friday market goes from 9 a.m. to 2 p.m.

Lake City Secondary School Grade 7 Outdoor Education students Geordi Wonnacott (from left), Brody Brook, James Wilker, Ali Calabrese and Kaitlyn Brown explore a burned area at the top end of the trails at Bull Mountain Ski Area last year as part of the Williams Lake Cross Country Ski Club’s ski school program. (Martin Kruus photo)
Ski school glides to successful year at Bull Mountain

Avah Akeson, also in grade seven, said that just having the opportunity to ski was really fun

Staff-Sgt. Svend Nielsen, with the 100 Mile House RCMP. (Melissa Smalley - 100 Mile Free Press)
14-year-old boy killed in serious ATV crash near 100 Mile House

Youth was travelling with a group of peers when the incident occurred Friday

100 Mile RCMP dealing with serious accident at Highway 97 near 103 Mile (file photo)
Man, in distress, arrested after altercation with RCMP members in Lone Butte

The man is currently at the hospital with no pending charges

Daily confirmed COVID-19 cases reported to B.C. public health, seven-day rolling average in white, to May 12, 2021. (B.C. Centre for Disease Control)
B.C. preparing ‘Restart 2.0’ from COVID-19 as June approaches

Daily infections fall below 500 Friday, down to 387 in hospital

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Sinikka Gay Elliott was reported missing on Salt Spring Island on Wednesday, May 12. (Courtesty Salt Spring RCMP)
Body of UBC professor found on Salt Spring Island, no foul play suspected

Sinikka Elliott taught sociology at the university

The first Black judge named to the BC Supreme Court, Selwyn Romilly, was handcuffed at 9:15 a.m. May 14 while walking along the seawall. (YouTube/Screen grab)
Police apologize after wrongly arresting B.C.’s first Black Supreme Court Justice

At 81 years old, the retired judge was handcuffed in public while out for a walk Friday morning

Dr. Steve Beerman, of Nanaimo, shows off his Dr. David Bishop Gold Medal, awarded for distinguished medical service. (Karl Yu/News Bulletin)
Queen presents Vancouver Island doctor with award for global drowning prevention

Dr. Steve Beerman receives Royal Life Saving Society’s King Edward VII Cup at virtual ceremony

Former UFV Cascades wrestling coach Arjan Singh Bhullar is now the ONE heavyweight champion after defeating Brandon Vera via TKO in round two on Saturday in Singapore. (ONE Championship)
Former UFV wrestling coach wins MMA championship

Arjan Singh Bhullar captures ONE heavyweight title, first Indian origin fighter to achieve honour

Astra Zeneca vaccine waits for injection in a Feb. 3, 2021 file photo. A Langley man has become the second B.C. resident to suffer a blood clot following an injection. (AP Photo/Frank Augstein)
B.C. man required emergency surgery after AstraZeneca vaccination

Shaun Mulldoon suffered ‘massive blood clot’ after jab

Chilliwack’s Kile Brown, performing as drag queen Hailey Adler, dances and lip syncs in front of hundreds of people during the inaugural Chilliwack Pride Barbecue at the Neighbourhood Learning Centre on Aug. 24, 2019. Monday, May 17 is International Day Against Homophobia, Transphobia and Biphobia. (Jenna Hauck/ Chilliwack Progress file)
Unofficial holidays: Here’s what people are celebrating for the week of May 16 to 22

International Day Against Homophobia, Talk Like Yoda Day, Sea Monkey Day all coming up this week

Most Read