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. freestyle skier wins gold

Cassie Sharpe of Comox shines in the halfpipe

Barriere Secondary Senior Boys Basketball Team win West Zone A pendant

Barriere Secondary Senior Boys Basketball Team have won the West Zone A… Continue reading

Time to celebrate Chamber of Commerce Week

Feb. 19, 2018 marks the beginning of Chamber of Commerce week in British Columbia,

Barriere Outdoor Club host a day for grade 8 students on snowshoes

The Grade 8’s ski and snowshoe program wrapped up their final lesson… Continue reading

District of Barriere addressing concerns regarding RV parking in the municipality

North Thompson Star/Journal District of Barriere CAO Colleen Hannigan reported to the… Continue reading

REPLAY: B.C. this week in video

In case you missed it, here’s a look at replay-worthy highlights from across the province this week

How to keep local news visible in your Facebook feed

Facebook has changed the news feed to emphasize personal connections. You might see less news.

Virtue and Moir end ice dance careers with Olympic gold

Virtue and Moir’s gold medal win at the Olympics makes them the world’s most decorated figure skaters

Canadians find living in small spaces teaches creativity

Canadian families choosing to live in small spaces to bring closeness to children

NDP Health Minister calls to offer woman seat on Interior Health Board

Joyce Beddow-Buckland of Ashcroft was surprised by the call, and accepted the offer.

SAR suspends search for missing man at Sun Peaks

RCMP will continue to search for a missing man near Kamloops but SAR has suspended their role

Lottery will help save children’s lives

Each ticket gets you a chance to win a lot of money, while helping a lot of kids

B.C. RCMP officer officially cleared in car wash shooting incident

A report found the Salmon Arm officer fired 14 bullets at the man’s truck

Interest in Canadian Armed Forces remains high

Canada seeks about 5,000 recruits each year for its regular forces of about 68,000

Most Read