In modern society, where products and services are competitively upgraded, specialized, and diversified and where customer expectations have risen, encountering employees who greet customers with smiles and respond courteously has become a matter of course. Services are delivered through employees' emotional labor, and service employees' emotions can be transferred to customers. Given the nature of services, which can only be provided through interactions between customers and service employees, the authenticity and manipulative intent perceived by customers during the service process have a decisive impact on customer satisfaction. In a product-centered economy, economic value created through the utility of tangible products and product transactions was the primary driver of customer satisfaction. However, as the market has shifted to a service-centered economy where intangible services are provided through interactions with customers, the role of customers as value-creating participants and the importance of relationship value have become increasingly prominent. This study examined the effects of authenticity and manipulative intent on customer satisfaction, focusing on the mediating effects of economic value and relationship value. The main analytical results of this study are as follows. First, authenticity and manipulative intent were found to be distinct and independent concepts. Second, authenticity and manipulative intent affect the value perceived by customers at service encounters and consequently influence customer satisfaction. Third, while authenticity had a positive effect on economic value, manipulative intent had a negative effect on both relationship value and economic value. Fourth, authenticity primarily affected economic value, whereas manipulative intent primarily affected relationship value. Furthermore, the negative impact of manipulative intent on relationship value was greater than its negative impact on economic value. Finally, the effect of relationship value on customer satisfaction was found to be as important as the effect of economic value on customer satisfaction. Relationship value, which derives from emotional bonds, is as important as economic value derived from core services. The relationships formed with customers at service encounters are truly important assets for firms. Services laden with manipulative intent can have more negative effects on customer value and customer satisfaction than services merely lacking authenticity. Finally, various theoretical and practical implications based on the research findings were discussed, and limitations of the study and future research directions were presented.