The effects of companies' face mask usage on consumers' reactions in the service marketplace

Purpose Face masks have been integrated into daily life and come to signify different meanings due to the fight against the COVID-19 pandemic. Drawing on social perception and attribution theories, this paper investigates the possible additional benefits of face mask use in the service marketplace by understanding how consumers react to the new social norm. Design/methodology/approach Four experimental studies were run across different service contexts. Study 1 examines consumers' evaluation of a service promotion when an employee wears a face mask; Study 2 focuses on the impact of face mask usage on salesperson credibility and service satisfaction; Studies 3 and 4 investigate the consequences of not using face masks on consumers' intention to spread positive word-of-mouth for the service provider. Findings The results revealed that the presence of a face mask in a service promotion determined a higher level of service liking, while in a service encounter, it led to a higher level of salesperson credibility, which then positively affected consumer satisfaction. Finally, the non-utilization of a face mask negatively affected consumer intention to spread positive word-of-mouth about the service provider, even when the social norm is to not wear one. Originality/value The manuscript adds to research on salespeople appearance and tries to understand consumers' reactions toward face mask use in the services sector, as, to the best of the authors' knowledge, few empirical studies in the service marketing literature have investigated the topic so far. Findings also provide useful insights that can further promote companies' adoption of face masks beyond the COVID-19 emergency.