Positive emotions foster the co-creation of mutual value in services: Four positively deviant performances

Merja Fischer*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

2 Citations (Scopus)


This chapter provides novel theory that explicates how positive emotions of four actors (supervisors, employees, peers, and customers) in the service profit chain can foster the creation of positively deviant service businesses. It is suggested to incorporate studies and theories of positive organizational scholarship and particularly studies on positive emotions to the services marketing literature. This chapter elucidates how positively deviant behaviors, such as expressions of appreciation, helping others, gratitude, trustworthiness, and unselfishness, can foster the creation of such positively deviant performances that may generate supreme customer experience. These four positively deviant performances are trust in self and others, feeling of oneness, creativity, and seeing the bigger picture. The suggestion is that these positively deviant performances create climate for positivity in the supplier-customer interaction and foster the co-creation of mutual value in service businesses.

Original languageEnglish
Title of host publicationEmotions and the organizational fabric
EditorsNeal M. Ashkanasy, Wilfred J. Zerbe, Charmine E. J. Hätel
Number of pages35
ISBN (Electronic) 978-1-78350-934-8
Publication statusPublished - 2014
MoE publication typeA3 Part of a book or another research book

Publication series

ISSN (Print)1746-9791


  • Climate for positivity
  • Co-creation of mutual value in services
  • Model of positively deviant service businesses
  • Positive emotions
  • Positively deviant behaviors
  • Positively deviant performances


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