Key to Recovery or Just Another Joke?
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2024-06-26
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en
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This study examines how virtual present others perceive the trustworthiness of service providers using self-enhancing or self-deprecating humor in online complaint management, addressing a research gap where the effects of these humor types and the moderating of firm familiarity are unknown. It led to the following research question: ‘How does the use of self-enhancing versus self-deprecating humor in online service recovery influence the perceived trustworthiness of a firm by virtual present others, and how is this relationship moderated by brand familiarity?’
This research employed a quantitative between-subjects research design. Data collected through a survey were used from 132 participants, which were exposed to one of four scenarios combining humor type and firm familiarity. Participants' perceptions of trustworthiness were measured through a Likert scale, and manipulation checks to validate the effects of the humor types and familiarity variable.
The results revealed that self-deprecating humor led to a slightly higher perceived trustworthiness compared to self-enhancing humor, however, this difference was not statistically significant in a two-tailed t-test (t (130) = -1.695, p = .093). Conversely, a one-tailed t-test showed borderline significance (t (130) = -1.695, p = .046), suggesting a potential effect that calls for further exploration. The moderating effect of firm familiarity was non-significant F (1, 88) = 1.904, p = .171, partial η² = .021), indicating that familiarity significantly may not alter the impact of humor on trustworthiness. The demographic variable age showed a non-significant but borderline effect in this relationship.
Ultimately, the findings highlight the need for further research to explore the nuances in impact of these humor types on firm perceptions by virtual present others. This should include looking at the moderating effect of age.
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Faculteit der Managementwetenschappen