The role of positive emotions in the creation of positively deviant Business to Busines services: Examination of employee and customer perceptions

In this conceptual paper a novel theory is provided that explicates how positive emotions of four actors (supervisors, employees, peers and customers) in the service profit chain (SPC) can foster the creation of positively deviant service businesses. This paper suggests incorporating studies and theories of positive organizational scholarship and particularly studies on positive emotions to the services marketing literature. The suggestion of this study is that positively deviant performances create climate for positivity in the supplier-customer interaction and foster the co-creation of mutual value in service businesses.