It Is All About Subtlety: Subtle Efforts to Remedy Subtle Service Failure

We explore the effectiveness of recovery strategies in a subtle form of service failure that involves negative emotional experience. Three experiments were conducted to test the impact of subtle cues such as types of recovery strategy, awareness of the recovery efforts, immediate/delayed service evaluation, and emotion regulation strategies in ameliorating the service experience.


Fang Wan, Pingping Qiu, and L.J Shrum (2011) ,"It Is All About Subtlety: Subtle Efforts to Remedy Subtle Service Failure ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 633-634.


Fang Wan, University of Manitoba, Canada
Pingping Qiu, Monash University, Australia
L.J Shrum, University of Texas, Austin, USA


NA - Advances in Consumer Research Volume 39 | 2011

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