Previous research examines the role of displayed positive emotions by contact personnel (DPE) impact on consumers' service satisfaction and behavioral intention. However, little work has been done on determining the origins of other differences in consumer characteristic responses to DPE, along with customers' satisfaction and patronage intention. This work focuses on the moderator role (i.e. gender and consumer's compliant personality) of consumer response to DPE Laboratory experiment results reveal females as generally more satisfied with contact personnel than males in DPE condition. Furthermore, male and female degree of compliance leads to decidedly different DPE consumer reactions. Highly compliant females respond more positively to DPE than less compliant females. In addition, highly compliant males respond less negatively to non-DPE than less compliant males. This study discusses implications for customized