Jokes in the store and its effects on customer satisfaction

Magnus Söderlund*, Eeva-Liisa Oikarinen, Eija Liisa Heikka

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

10 Citeringar (Scopus)

Sammanfattning

This study assesses the impact of employee use of jokes embedded in face-to-face conversations with customers. Our main finding–derived from experiments in which employee use of jokes was manipulated–was that jokes reduced customer satisfaction. This reduction occurred regardless if jokes were related or unrelated to the employee’s overall message. Our results also indicate that the use of jokes had a negative impact on perceived message relevance, and that perceived relevance mediated the link between employee use of jokes and customer satisfaction. In addition, our results show that no joke usage vs. joke usage did not produce different emotional responses. This suggests that the impact of jokes on affect is attenuated when jokes are embedded in conversational content.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftInternational Review of Retail, Distribution and Consumer Research
Volym27
Nummer3
Sidor (från-till)260-283
Antal sidor24
ISSN0959-3969
DOI
StatusPublicerad - 2017
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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  • 512 Företagsekonomi

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