Customer Emotion Regulation during Service Encounters: An Investigation of the Emotion Regulation Matrix

This research extends our understanding of customers' emotion regulation in face-to-face service encounters. It adapted the four-faceted emotion regulation matrix introduced in psychology to investigate customers' emotion regulation in service encounters by identifying sets of customer emotion regulation expressive behaviours (CEREBs) in each facet of the matrix (i.e., playing up positive, downplaying positive, playing up negative and downplaying negative emotions). The research contributes to service research by developing and examining a more holistic emotion regulation model that includes the motives, situational factors and customer traits that impact on customers' engagement in each facet and the outcomes of these behaviours.