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

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.



Citation:

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.

Authors

Shuqin Wei, Southern Illinois University Carbondale, USA
Tyson Ang, Southern Illinois University Carbondale, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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