Magnus Söderlund, Eeva-Liisa Oikarinen & Eija-Liisa Heikka (2017) Jokes in the store and its effects on customer satisfaction, The International Review of Retail, Distribution and Consumer Research, 27:3, 260-283, DOI: 10.1080/09593969.2017.1314862
Jokes in the store and its effects on customer satisfaction
|Author:||Söderlund, Magnus1; Oikarinen, Eeva-Liisa2; Heikka, Eija-Liisa2|
1Stockholm School of Economics, Stockholm, Sweden
2Oulu Business School, University of Oulu, Oulu, Finland
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe201706297590
|Publish Date:|| 2018-11-09
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.
International review of retail, distribution and consumer research
|Pages:||260 - 283|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
© 2017 Informa UK Limited, trading as Taylor & Francis Group. Published in this repository with the kind permission of the publisher.