The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop

Wojciech Kulesza; Dariusz Dolinski; Paweł Muniak; Joanna Borkowska; Polina Bibikova; Tomasz Grzyb

doi:10.3389/fpsyg.2023.1016125

The chameleon effect in customer relationship management: Experiments on the spillover effects of mimicry in natural settings of a chain hotel and a chain grocery shop

Front Psychol. 2023 Mar 14:14:1016125. doi: 10.3389/fpsyg.2023.1016125. eCollection 2023.

Authors

Wojciech Kulesza¹, Dariusz Dolinski², Paweł Muniak¹, Joanna Borkowska³, Polina Bibikova³, Tomasz Grzyb²

Affiliations

¹ Faculty of Psychology in Warsaw, Centre for Research on Social Relations, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, Poland.
² Faculty of Psychology in Wroclaw, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, Poland.
³ Faculty of Psychology in Warsaw, SWPS University of Social Sciences and Humanities, Warsaw, Masovian, Poland.

Abstract

Numerous experiments have proven that mimicry is highly beneficial (mainly to the mimicker but also to the mimickee). Some studies have shown initial data suggesting the potential of applying this knowledge to business settings. In the present paper we unpack this issue in two ways. First, by presenting potential benefits stemming from mimicry for the mimicking dyad, and second for the business environment represented by the mimicker. Two consecutive studies: a Pretest and a Main Experiment run in natural settings showed great potential in improving the assessments of quality of service provided by verbally mimicking (or not). The results of both studies showed that mimicry offers benefits for the mimicker (increased employee kindness and employee evaluation), and also spillover to the organization/company represented by the mimicking employee (increased opinion of and willingness to return to the shop/hotel). Future research directions and limitations are discussed.

Keywords: chameleon effect; hospitality management; service quality measurement; spillover effect; verbal mimicry.