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

Wet’suwet’en and B.C. government have been talking Aboriginal title for a year

Coastal GasLink says it has agreements with all 20 elected First Nations councils along the 670-kilometre route

Wet’suwet’en return to camps near Houston, Coastal GasLink workers move through: First Nation

Opponents of a pipeline who support the Wet’suwet’en hereditary chiefs have reoccupied camps at centre of arrests

VIDEO: Conservation officers, farmer rescue two elk under collapsed haystack in Smithers

The conservation officers and farmer were surprised to find more than one elk underneath the haystack

Northern Health recommends self-quarantine for people returning from Hubei

The healthcare provider said it isn’t neccessary for healthy children to wear face masks

CN blockade taken down as federal, provincial representatives agree to meet with hereditary chiefs

CN blockade taken down as federal, provincial representatives agree to meet with hereditary chiefs

VIDEO: Ottawa wants quick, peaceful resolution to pipeline protests, Trudeau says

The protests have manifested themselves as blockades on different rail lines across the country

Trudeau tightlipped on plan to end protests ‘quickly and peacefully’

The prime minister, who cancelled a two-day trip to Barbados this week to deal with the crisis at home

B.C. budget expected to stay the course as economic growth moderates

Finance minister said ICBC costs have affected budget

Canadian standards for coronavirus protection to be reviewed, health agency says

The protocols set out how health workers should protect themselves and their patients

Monday marks one-year anniversary of man missing from Langley

42-year-old B.C. man, Searl Smith, was last seen leaving Langley Memorial Hospital on Feb. 17, 2019

BC Ferries sailings filling up Family Day Monday

More than 20 sailings added between Swartz Bay and Tsawwassen for long weekend

Amtrak warns of delays as railways from Seattle to B.C. blocked by Wet’suwet’en supporters

Coastal GasLink said it’s signed benefits agreements with all 20 elected band councils along pipeline route

Federal emergency group meets on pipeline protests as rail blockades continue

There’s mounting political pressure for Trudeau to put an end to the blockades

VIDEO: Minister reports ‘modest progress’ after blockade talks with First Nation

Wet’suwet’en hereditary chiefs say Coastal GasLink does not have authority to go through their lands

Most Read