Service Recovery Observer Paradox: Using Negative Facebook Comments to Signal Trust and Honesty

Using two controlled experiments, we demonstrate a “Service Recovery Observer Paradox”, whereby observers of service recovery efforts in response to negative Facebook comments develop stronger relations with the brand than when an insufficient or no service response is observed.



Citation:

Brent Coker and Victoria Shaw (2015) ,"Service Recovery Observer Paradox: Using Negative Facebook Comments to Signal Trust and Honesty", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 489-490.

Authors

Brent Coker, University of Melbourne, Australia
Victoria Shaw, University of Melbourne, Australia



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

4-D: Decomposing Cultural Effects in the Valuation of Time: Orientation, End and Progress

Yan Meng, Grenoble Ecole de Management, France
Ana Valenzuela, Baruch College, CUNY, USA & ESADE, Spain

Read More

Featured

The Role of Scales on Evaluations of Identical Goal Progress

Timucin Ozcan, Rollins College, USA
Kunter Gunasti , Washington State University, USA

Read More

Featured

Range Goals as Dual Reference Points: Insights for Effective Goal-Setting and Pursuit

Scott Wallace, Duke University, USA
Jordan Etkin, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.