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

B.C. offers early retirement, training fund for forest workers

Communities eligible for $100,000 for permanent closures

Prince Rupert’s ferry issue is a North Coast issue, MLA Rice

Prince Rupert not alone in fight to save ferry to Ketchikan: Alaskan Rep. Ortiz

Brand new vessel for Massett Marine Rescue

The Tagwaal was unveiled to the public Sept. 6

First Nations given max compensation for Ottawa’s child-welfare discrimination

2016 ruling said feds didn’t give same funding for on-reserve kids as was given to off-reserve kids

Council Briefs: Village of Queen Charlotte

Child care and clean-ups on the agenda

On the Wing: Small Yellow Flying Things

by Margo Hearne Distance doesn’t seem to deter migrating birds; they travel… Continue reading

B.C. party bus company to be monitored after 40 intoxicated teens found onboard

Police received tip teens and young adults were drinking on party buses and limousines in Surrey

Rick Mercer calls out Conservative candidate in B.C. for fake meme

‘Not true. All fake. Please Stop,’ tweeted Rick Mercer in response

Bear killed in Kimberley after chasing girl, wreaking havoc on town

This particular brown-coloured bear has been the subject of many calls this summer; very food habituated, CO says

Police investigate after intoxicated teens clash with security at B.C. fair

18-year-old woman arrested and RCMP looking at possible assault in Victoria-area fall fair incident

BC SPCA investigating after three dogs found shot dead in Prince George ditch

The three adult dogs appeared to be well cared for before being found with gunshot wounds, BC SPCA says

Boy overdosed on illicit anti-anxiety drug found on Kelowna classroom floor, RCMP say

Noah Mills, 8, ingested a pink powdery substance off his Kelowna classroom floor

Psychiatric assessment ordered for man accused in Salmon Arm church shooting

Lawyer tells court accused was diagnosed with psychosis hours after his arrest

Surrey mom allegedly paid $400,000 for son in U.S. college bribery scam

Xiaoning Sui, 48, was arrested in Spain on Monday night

Most Read