Bowing with a trunk flexion of 90°: Perspectives on consumers and service personnel

• This study analyzes 100 questionnaires to determine consumer feelings regarding various bowing angles.
• 12 women bend their trunk at 0°, 30°, 45°, 60°, and 90°, and spinal curve and trunk EMG were measured.
• Most respondents believe that bowing at 30° was the most satisfactory, followed by 45°.
• Silence in erector spinae activation was found when participants bow 90°, may lead LBP.
• Bowing posture with 90° trunk flexion should be avoided.

In this study, we analyzed 100 questionnaire responses to determine consumer conceptions of service personnel bowing as a gesture of politeness. In addition, 12 female participants demonstrate five distinct degrees of bowing by bending their trunk 30°, 45°, 60°, and 90° from an upright position; their spinal curvature and trunk muscle activations were measured. The results showed that most respondents believed that bowing at 30° was the most satisfactory angle, followed by 45°. Bowing at 45° or 60° caused the survey respondents to feel honored, whereas bowing at 90° induced feelings of surprise and novelty; however, this angle produced the lowest proportion level of agreements on the items at ease, necessary, and appropriate among the 100 respondents. When the 12 participants bowed at an angle ≤60°, their spinal posture became increasingly kyphotic, and their muscle activations became more pronounced. Myoelectric silencing of the erector spinae was observed when the participants bowed at 90°, which can increase the risk of low back injury. These findings provide service industries with a reference for the design of service encounters.Relevance to industryBowing has traditionally signified politeness and respect in many countries. However, whether bowing at a greater trunk flexion actually satisfies customers remains unclear. Findings from this study clarify the customer perceptions and body loads of service personnel when bowing at various trunk positions. The extreme bowing postures (e.g., 90° trunk flexion) should be avoided.