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Article: Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters
Title | Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters |
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Authors | |
Keywords | Emoticons Warmth Competence Relationship norm orientation Unsatisfactory services Extra-role services |
Issue Date | 2019 |
Publisher | Oxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/ |
Citation | Journal of Consumer Research, 2019, v. 45 n. 5, p. 973–987 How to Cite? |
Abstract | Virtually no research has examined the role of emoticons in commercial relationships, and research outside the marketing domain reports mixed findings. This article aims to resolve these mixed findings by considering that emoticon senders are often simultaneously evaluated on two fundamental dimensions, warmth and competence, and the accessibility of one dimension over the other is critically contingent on salient relationship norms (communal vs. exchange norms) in customers’ minds due to individual and situational factors. Through laboratory and field experiments, the current research shows that customers perceive service employees who use emoticons as higher in warmth but lower in competence compared to those who do not (study 1). We further demonstrate that when a service employee uses emoticons, communal-oriented (exchange-oriented) customers are more likely to infer higher warmth (lower competence) and thus to be more (less) satisfied with the service (study 2). We also examine two practically important service situations that can make a certain type of relationship norm more salient: unsatisfactory services (study 3) and employees’ extra-role services (study 4). We speculate on possible mechanisms underlying these effects and discuss theoretical and practical implications along with opportunities for future research. |
Persistent Identifier | http://hdl.handle.net/10722/258986 |
ISSN | 2023 Impact Factor: 5.7 2023 SCImago Journal Rankings: 5.428 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Li, XS | - |
dc.contributor.author | Chan, KW | - |
dc.contributor.author | Kim, S | - |
dc.date.accessioned | 2018-09-03T03:59:38Z | - |
dc.date.available | 2018-09-03T03:59:38Z | - |
dc.date.issued | 2019 | - |
dc.identifier.citation | Journal of Consumer Research, 2019, v. 45 n. 5, p. 973–987 | - |
dc.identifier.issn | 0093-5301 | - |
dc.identifier.uri | http://hdl.handle.net/10722/258986 | - |
dc.description.abstract | Virtually no research has examined the role of emoticons in commercial relationships, and research outside the marketing domain reports mixed findings. This article aims to resolve these mixed findings by considering that emoticon senders are often simultaneously evaluated on two fundamental dimensions, warmth and competence, and the accessibility of one dimension over the other is critically contingent on salient relationship norms (communal vs. exchange norms) in customers’ minds due to individual and situational factors. Through laboratory and field experiments, the current research shows that customers perceive service employees who use emoticons as higher in warmth but lower in competence compared to those who do not (study 1). We further demonstrate that when a service employee uses emoticons, communal-oriented (exchange-oriented) customers are more likely to infer higher warmth (lower competence) and thus to be more (less) satisfied with the service (study 2). We also examine two practically important service situations that can make a certain type of relationship norm more salient: unsatisfactory services (study 3) and employees’ extra-role services (study 4). We speculate on possible mechanisms underlying these effects and discuss theoretical and practical implications along with opportunities for future research. | - |
dc.language | eng | - |
dc.publisher | Oxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/ | - |
dc.relation.ispartof | Journal of Consumer Research | - |
dc.rights | This is a pre-copy-editing, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The definitive publisher-authenticated version is available online at: http://dx.doi.org/10.1093/jcr/ucy016 | - |
dc.subject | Emoticons | - |
dc.subject | Warmth | - |
dc.subject | Competence | - |
dc.subject | Relationship norm orientation | - |
dc.subject | Unsatisfactory services | - |
dc.subject | Extra-role services | - |
dc.title | Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters | - |
dc.type | Article | - |
dc.identifier.email | Kim, S: sarakim@hku.hk | - |
dc.identifier.authority | Kim, S=rp01613 | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1093/jcr/ucy016 | - |
dc.identifier.scopus | eid_2-s2.0-85063382307 | - |
dc.identifier.hkuros | 288704 | - |
dc.identifier.hkuros | 321364 | - |
dc.identifier.volume | 45 | - |
dc.identifier.issue | 5 | - |
dc.identifier.spage | 973–987 | - |
dc.identifier.epage | 973–987 | - |
dc.identifier.isi | WOS:000481978500005 | - |
dc.publisher.place | United Kingdom | - |
dc.identifier.issnl | 0093-5301 | - |