A contingency model of “Face” loss in service encounters: an Eastern cultural context

Purpose The purpose of this paper is to examine the impact of a loss of face on the psychological well-being of frontline employees (FLEs) in an Eastern cultural context (Thailand) when subjected to customer aggression. Importantly, it adopts a contingency approach and examines moderating effects by which social status, a “customer is always right” organisational philosophy and a public/private context impact the nature of the association...