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



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