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An assessment of consumers’ subconscious responses to frontline employees’ attractiveness in a service failure and recovery situation

dc.contributor.authorBoshoff, Christoen_ZA
dc.date.accessioned2018-12-07T08:58:59Z
dc.date.available2018-12-07T08:58:59Z
dc.date.issued2017
dc.identifier.citationBoshoff, C. 2017. An assessment of consumers’ subconscious responses to frontline employees’ attractiveness in a service failure and recovery situation. South African Journal of Economic and Management Sciences, 20(1):a1612, doi:10.4102/sajems.v20i1.1612
dc.identifier.issn2222-3436 (online)
dc.identifier.issn1015-8812 (print)
dc.identifier.otherdoi:10.4102/sajems.v20i1.1612
dc.identifier.urihttp://hdl.handle.net/10019.1/105124
dc.descriptionCITATION: Boshoff, C. 2017. An assessment of consumers’ subconscious responses to frontline employees’ attractiveness in a service failure and recovery situation. South African Journal of Economic and Management Sciences, 20(1):a1612, doi:10.4102/sajems.v20i1.1612.
dc.descriptionThe original publication is available at https://sajems.org
dc.description.abstractBackground: Initial analyses of the impact of physical attractiveness in a business context have supported the ‘what is beautiful is good’ contention. However, in circumstances characterised by negative emotions, duress and stress, very little is known about how human beings respond at the subconscious level to the attractiveness of frontline service providers. Aim: The purpose of this study was to assess whether consumers who complain to a frontline service provider about a service failure respond differently at the subconscious level when the service provider involved in the service encounter is attractive compared with one who is less attractive. Method: Forty respondents were exposed to a video clip of a service failure and service recovery situation. While viewing the hypothetical scenario, two neuro-physiological measurements were used to collect data at the subconscious level, namely galvanic skin response (GSR) and electroencephalography (EEG). Results: The results suggest that, at the subconscious level, customers respond differently to the service recovery efforts depending on the attractiveness of the frontline service provider who attempts to rectify the service failure. Conclusion: The results seem to suggest that the physical attractiveness of a frontline service provider moderates (or softens) the negative emotions that a complaining customer might experience during a service failure and complaint situation – consistent with the ‘what is beautiful is good’ contention.en_ZA
dc.description.urihttps://sajems.org/index.php/sajems/article/view/1612
dc.format.extent13 pages
dc.language.isoen_ZAen_ZA
dc.publisherAOSIS Publishing
dc.subjectService recoveryen_ZA
dc.subjectService industries -- Customer services -- Psychological aspectsen_ZA
dc.subjectConsumer complaints -- Psychological aspectsen_ZA
dc.subjectConsumers -- Psychological aspectsen_ZA
dc.titleAn assessment of consumers’ subconscious responses to frontline employees’ attractiveness in a service failure and recovery situationen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's version
dc.rights.holderAuthor retains copyright


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