Are service failures a laughing matter? Investigating the role of personality traits and types of humour in service recoveries on recovery satisfaction
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2023-08-07
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en
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This study attempts to fill the gap in existing literature by defining the specific roles that different types of humour play in service recoveries and what their effects are on recovery satisfaction, as well as examining the effect of personality traits on this relationship. This leads us to the following research question: What is the effect of personality traits on the relationship between the type of humour used in service recoveries and the recovery satisfaction of consumers?’
This research used a quantitative, between-subjects research design. A questionnaire (N = 233) was developed to collect data to help answer the proposed hypotheses. In the questionnaire four scenarios were presented, manipulated to one of the four types of humour.
This study concludes, while it is important to consider and distinguish between types of humour used in service recoveries, personality traits do not play a role in the relationship between the type of humour used in service recoveries and the recovery satisfaction of consumers.
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Faculteit der Managementwetenschappen