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

 
Table 2 
Ratings on Emotions by NVB 
Emotions measured 
NVB 
NVB 
t 
Sig 
Comfortable/uncomfortable 
6.0815 
1.9076 
47.572 
.000 
Relaxed/Tense 
6.0815 
2.0054 
43.863 
.000 
Happy/Unhappy 
6.0543 
1.9022 
45.558 
.000 
Satisfied/dissatisfied 
6.0598 
1.8152 
47.221 
.000 
Important/Unimportant 
5.9457 
1.9239 
44.552 
.000 
Privileged/unprivileged 
5.8913 
1.7989 
48.135 
.000 
Contended 
6.1087 
1.9565 
45.094 
.000 
Glad 
6.1576 
1.8859 
46.429 
.000 
Cheerful/regretful 
6.0761 
1.8913 
48.884 
.000 
Calm 
6.1196 
1.8152 
49.846 
.000 
Welcome 
6.2772 
1.6467 
55.204 
.000 
Once a customer lodges a complaint, the original transaction may become less relevant to the consumer’s 
ultimate satisfaction than events that follow the complaint (Goodwin and Ross, 1992). Simply acting quickly and 
autonomously to fix the problem may not generate positive affect unless it is accompanied by empathy and courtesy 
(Hocutt and Stone, 1998). In other words, dissatisfied customers would expect not only to receive fair settlement, 
but, more importantly, to be treated with courtesy and respect (Blodgett et al., 1997). Our results show that 
complainants who receive a fair settlement, but who are treated rudely, most likely will not visit the organization 
again, and are likely to tell their friends and relatives about their negative experience. As Sparks et al. (1996) noted, 
recovery will be beneficial only when the frontline staff use an appropriate style of communication during a service 
failure handling. In parallel with these arguments, our results demonstrate that NVB holds a significant role in 
determining customers’ behavioral intentions following a service recovery effort. While the front-office clerk’s 
verbal response was the same in both cases, positive body posture and eye contact appeared to have increased 
customers’ likelihood of engaging in favorable behaviors. Table 3 clearly demonstrates that likelihood of positive 
word of mouth recommendation and repeat business with the company in the future received significantly higher 
ratings from respondents in the case of open body posture, accompanied by an appropriate eye-contact. Expressing 
preference for the company over others, increase the volume of their purchase, saying positive things about the 
company to others and remaining loyal to the company are signals that customers would be bonding with a company 
(Zeithaml et al., 1996, p.34).