The Impact of Humor in Face-to-Face and Electronic Service Encounters

W.M. van Dolen; J.C. de Ruyter; A.C.P. Streukens

The Impact of Humor in Face-to-Face and Electronic Service Encounters

W.M. van Dolen^*, J.C. de Ruyter, A.C.P. Streukens

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

Abstract

In this study we attempt to nuance the intricate interplay between the use of humor and the outcome of the service in establishing customer's evaluations of face-to-face and electronic encounters. In experiments we manipulated type of humor and outcome of the service encounter. The results suggest that the impact of the type of humor used in a face-to-face encounter is more important than the outcome, whereas in electronic encounters, the impact of the outcome of the service encounter is more important than the type of humor. Also, in electronic encounters related humor might compensate partly for an unfavorable service outcome.

Original language	English
Pages (from-to)	132-139
Journal	Advances in Consumer Research
Volume	31
Publication status	Published - 1 Jan 2004

Cite this

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title = "The Impact of Humor in Face-to-Face and Electronic Service Encounters",

abstract = "In this study we attempt to nuance the intricate interplay between the use of humor and the outcome of the service in establishing customer's evaluations of face-to-face and electronic encounters. In experiments we manipulated type of humor and outcome of the service encounter. The results suggest that the impact of the type of humor used in a face-to-face encounter is more important than the outcome, whereas in electronic encounters, the impact of the outcome of the service encounter is more important than the type of humor. Also, in electronic encounters related humor might compensate partly for an unfavorable service outcome.",

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AB - In this study we attempt to nuance the intricate interplay between the use of humor and the outcome of the service in establishing customer's evaluations of face-to-face and electronic encounters. In experiments we manipulated type of humor and outcome of the service encounter. The results suggest that the impact of the type of humor used in a face-to-face encounter is more important than the outcome, whereas in electronic encounters, the impact of the outcome of the service encounter is more important than the type of humor. Also, in electronic encounters related humor might compensate partly for an unfavorable service outcome.

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