Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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nonverbal behavior and verbal skills may lead to more satisfaction than the pure mechanistic system of delivery to a 
customer (Martin, 1987). In some cases, the right NVB would be capable of redeeming the poor recovery strategy. 
Conviviality conveyed in the form of open body posture of service personnel during a recovery encounter may 
compensate for the low quality procedural or distributional (i.e., outcome) dimension of a service recovery. 
 
The findings of the study indicated that staff’ display of NVB could influence customers’ positive or 
negative emotions in a recovery situation (Table 2). Respondents in this study report that they would feel 
unwelcome when the staff’ body posture is closed and there is no eye contact. However, when the body posture is 
open and there is an appropriate eye-contact, the respondents appear to feel welcome in otherwise a very anxious 
situation. Management of customer emotions during a complaint handling is ultimately important. Customers will be 
more emotionally involved in and observant of recovery than in routine or first-time services (Bitner et al., 1990). 
This implies that customers' behaviors during/after a complaint-handling situation may be emotionally driven (Smith 
and Bolton, 2002). Experience of distinct emotions may influence their expectations for and perceptions of the 
recovery performance, and/or their expressions and behaviors (Dube and Menon, 2000). Although affective 
reactions are influenced by both verbal and nonverbal cues, inferences about relationships and feelings (affect) may 
be more heavily influenced by nonverbal cues (Zajonc, 1980). Thus, whether customers' affective state will be 
influenced in a positive or a negative direction would depend on the nature of the verbal responses and on whether 
they received the anticipated nonverbal cues. While it is not tested in this study, it is possible that negative emotions 
caused by unfavorable NVB will bias customers' perceptions, evaluations and their complaint behaviors.