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

Willemijn van Dolen, Vrije Universiteit
Ko de Ruyter, Maastricht University
Sandra Streukens, Maastricht University
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.
[ to cite ]:
Willemijn van Dolen, Ko de Ruyter, and Sandra Streukens (2004) ,"The Impact of Humor in Face-To-Face and Electronic Service Encounters", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 132-139.