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 More

Featured

B9. The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno

Read More

Featured

Promoting Well-being and Combating Harassment in the Academy

Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University

Read More

Featured

Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

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.