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The effect of humor in electronic service encounters

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  • van Dolen, Willemijn M.
  • de Ruyter, Ko
  • Streukens, Sandra

Abstract

By means of an experimental design, we investigate the moderating effect of humor on the interplay between process and outcome in terms of customer evaluations of the electronic service encounter. We conclude that a favorable process mitigates an unfavorable outcome in terms of enjoyment, satisfaction, and behavioral intentions when related humor is included on the website. Contrary, on a non-humorous website, the functional process has no effect when outcome is negative. However, in addition to the positive, compensatory effect, we find that for websites that are unfavorable in terms of process and outcome, the use of related humor causes more negative customer evaluations compared to a non-humorous website.

Suggested Citation

  • van Dolen, Willemijn M. & de Ruyter, Ko & Streukens, Sandra, 2008. "The effect of humor in electronic service encounters," Journal of Economic Psychology, Elsevier, vol. 29(2), pages 160-179, April.
    • Handle: RePEc:eee:joepsy:v:29:y:2008:i:2:p:160-179
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    1. Verhagen, T. & Dolen, W. van, 2009. "The influence of online store characteristics on consumer impulsive decision-making: a model and empirical application," Serie Research Memoranda 0046, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    2. Danatzis, Ilias & Möller, Jana & Mathies, Christine, 2020. "We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 84-99.
    3. Alatalo, Sari & Oikarinen, Eeva-Liisa & Reiman, Arto & Tan, Teck Ming & Heikka, Eija-Liisa & Hurmelinna-Laukkanen, Pia & Muhos, Matti & Vuorela, Taina, 2018. "Linking concepts of playfulness and well-being at work in retail sector," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 226-233.
    4. Tung Moi Chiew & Christine Mathies & Paul Patterson, 2019. "The effect of humour usage on customer’s service experiences," Australian Journal of Management, Australian School of Business, vol. 44(1), pages 109-127, February.
    5. Scott Schanke & Gordon Burtch & Gautam Ray, 2021. "Estimating the Impact of “Humanizing” Customer Service Chatbots," Information Systems Research, INFORMS, vol. 32(3), pages 736-751, September.

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