The Role of Self-Congruence in Consumers’ Responses to Service Failures

Shuqin Wei, Southern Illinois University Carbondale, USA
Tyson Ang, Southern Illinois University Carbondale, USA
Using an experiment, we investigated an overlooked factor, consumers’ self-congruence, in understanding consumers’ emotional responses to service failures. Self-conscious emotions (e.g., embarrassment) and basic emotions (e.g., betrayal) are studied. Since distinct emotions require different service recovery strategies, distinguishing between different emotions is important. A moderator, service failure type, is explored.
[ to cite ]:
Shuqin Wei and Tyson Ang (2012) ,"The Role of Self-Congruence in Consumers’ Responses to Service Failures", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1136-1136.