14C to Err Is Human: Tolerate Humans Instead of Machines in Service Failure

Automation has become popular in service industry. However, compared to the service failure by humans, consumers have more dissatisfaction for the service failure by machines. They are more likely to switch to another business with human employees. This is because they get angrier with the machine’s mistake.


Nuoya Chen, Smaraki Mohanty, and Jinfeng Jiao (2019) ,"14C to Err Is Human: Tolerate Humans Instead of Machines in Service Failure", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 963-963.


Nuoya Chen, Fudan University, China
Smaraki Mohanty, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA


NA - Advances in Consumer Research Volume 47 | 2019

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