Faculty Research: HTM Professor Studies the Business Impacts of Supporting Employees

Be kind or leave.

Many U.S. patrons in recent years have noticed this sign posted at local restaurants or other hospitality establishments. In two recent articles published in academic journals, Hospitality & Tourism Management Department Chair and Associate Professor Melissa Baker challenges the old adage, “the customer is always right,” and explores the tangible benefits of prioritizing employees in the hospitality industry and the pivotal role this approach plays in gaining customer support.

In a paper published in 2023, Baker sheds light on the impact of prioritizing employee welfare over CEO pay. Her data-backed research, titled “Heroes rise in tough times: The role of ethical idealism, empathy, and firm responses to the COVID-19 pandemic” (published in Cornell Hospitality Quarterly with coauthors Yeonjung [Alice] Kang, Tiffany S. Legendre, and Seonjeong [Ally] Lee), demonstrates that customers support brands that treat their employees with empathy during times of crisis and are proven to spend more money, spread positive word-of-mouth, and remain loyal.

The study contributes practical insights to crisis management literature by shedding light on ways companies can navigate difficult times with empathy and smart HR strategies. Read more about the research here: UMass Amherst Researcher Finds Higher Customer Support for Companies that Cut CEO Pay – Not Jobs – During COVID.

Baker’s second paper looks at how customer behavior and corporate support affect employees’ mental health and how that, in turn, influences their ability to perform well at work and provide excellent service to their customers. The research, published with coauthor Kawon Kim in the International Journal of Hospitality Management in 2024, is called "The impacts of organizational support and customer incivility on employee vulnerability and job performance: The moderating role of employee mental health.” Read about Baker’s research here:  ‘The Customer is Always Right’ Policy Challenged by Customer Hostility, Worker Mental Health.