‘The customer is always right’ may be wrong for workers’ mental health

Amherst, MA — The long-standing approach that “the customer is always right” can take a toll on workers’ mental health and limit their capacity to serve customers, according to a recent study.

Researchers at the University of Massachusetts Amherst surveyed 183 frontline workers in the hospitality field. The workers represented hotels, restaurants, clubs, airlines and theme parks.

Findings show that when employers in the hospitality industry adopt policies that support workers and make it clear to customers that uncivil behavior isn’t tolerated, workers struggling with mental health issues benefit and perform better at work.

Around 53 million U.S. adults have mental health issues and more than 80% of hospitality workers report mental health issues, lead study author Melissa Baker, associate professor and chair of the UMass Amherst Department of Hospitality and Tourism Management, notes in a press release.

Baker and her colleagues add that employers with worker-focused policies help destigmatize mental health issues and offer greater support, including counseling and mental health training for supervisors, social media messages highlighting worker contributions, and in-store signs telling customers to be kind or leave.

For some employers, a culture shift has occurred toward the psychological well-being of workers because of a rise in post-COVID-19 pandemic incivility and higher turnover in the industry. Employers in the hospitality industry who focus solely on customers often risk losing their best workers, the researchers caution.

“We want to take care of the customer – that’s super important, but if a customer is being uncivil, rude and aggressive, you also really need to make sure that you have the employee’s back,” Baker said.

The study was published online in the International Journal of Hospitality Management.