The effect of humour usage on customer’s service experiences

• Main Authors: Chiew, Tung Moi, Christine Mathies, Paul Patterson
• Format: Article
• Language: English; English
• Published: 2018
• Subjects: HB Economic theory. Demography; HF Commerce
• Online Access: https://eprints.ums.edu.my/id/eprint/23761/1/The%20effect%20of%20humour%20usage%20on%20customer.pdf; https://eprints.ums.edu.my/id/eprint/23761/7/The%20effect%20of%20humour%20usage%20on%20customers.pdf; https://eprints.ums.edu.my/id/eprint/23761/; https://doi.org/10.1177/0312896218775799

Cross-disciplinary research recognises humour as an effective communication tool for fostering engagement and positive interpersonal relationships, although inappropriate use can create negative outcomes. Drawing on positive psychology, this study aims to empirically examine the extent to which fron...