O9. the Role of Numerical Identification in Customer Reaction Toward Service Failure
This research investigates the consequence of assigning numbers to customers (e.g., room numbers) in a service context. Two experiments show that, after being identified by a number, customers would be more tolerant of service failure. This effect is found to be driven by the self-dehumanization process triggered by numerical identification.
Citation:
JIEXIAN (Chloe) HUANG and Yuwei Jiang (2018) ,"O9. the Role of Numerical Identification in Customer Reaction Toward Service Failure", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 910-910.
Authors
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making
Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC
Featured
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
Featured
Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion
Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School