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

 
2007 Annual International CHRIE Conference & Exposition 
519
EFFECTS OF NON-VERBAL BEHAVIOR ON CUSTOMERS’ RECOVERY JUDGMENTS: A 
NEGLECTED ASPECT IN COMPLAINT HANDLING 
Atila Yuksel 
Didim Vocational School 
Adnan Menderes University 
Aydin, Turkey 
Murat Hancer 
School of Hotel and Restaurant Administration 
Oklahoma State University 
Stillwater, OK, USA 
and 
Serhat Cengiz 
School of Tourism and Hotel Management
Adnan Menderes University 
Aydin, Turkey 
 
ABSTRACT 
Like any spoken language, body language has words, sentences and punctuation. Despite its functions, 
previous studies have only dealt with verbal components in a service recovery situation. In order to fill the gap, this 
study explored whether nonverbal behavior (NVB) could shape customers’ emotional reactions, their evaluation of 
the staff and their behavioral intentions. An open body posture, accompanied with an appropriate eye contact was 
found to lead to positive emotions and favorable perceptions about the staff. Staff displaying positive NVB were 
rated more credible, competent, courteous and trustworthy. NVB appears to have significantly influenced behavioral 
intentions and likelihood of contacting with the same staff in the case of experiencing another problem.