We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers

Ilias Danatzis; Jana Möller; Christine Mathies

doi:10.15358/2511-8676-2020-2-3-84

Contents
- Chapter Expand | CollapseAuthorsPage
- 69–69 Titelei/Inhaltsverzeichnis 69–69
- 70–74 Editorial: Tuning the Sounds of Service: Essays in Honour of Michael Kleinaltenkamp Sascha Raithel, Frank Jacob, Martin Benkenstein Sascha Raithel, Frank Jacob, Martin Benkenstein 70–74
- 75–184 Research Articles 75–184
  - 75–83 From Muso to Academic and Back: A Time and Person-Based Acknowledgement of Michael Kleinaltenkamp Ingo Karpen, Carolin Plewa Ingo Karpen, Carolin Plewa 75–83
  - 84–99 We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers Ilias Danatzis, Jana Möller, Christine Mathies Ilias Danatzis, Jana Möller, Christine Mathies 84–99
  - 100–120 What Does it Take to Successfully Implement a Hybrid Offering Strategy? A Contingency Perspective Judith Dannenbaum, Laura Marie Edinger-Schons, Mario Rese, Olaf Plötner, Jan Wieseke Judith Dannenbaum, Laura Marie Edinger-Schons, Mario Rese, Olaf Plötner, Jan Wieseke 100–120
  - 121–132 Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application Andreas Eggert, Wolfgang Ulaga, Anna Gehring Andreas Eggert, Wolfgang Ulaga, Anna Gehring 121–132
  - 133–144 Considering Value-related Concepts in Service-oriented Approaches to Marketing Studies in Light of Philosophical and Economic Value Theories Michaela Haase Michaela Haase 133–144
  - 145–156 From Centralized Energy Generation and Distribution to Clean Energy Communities: Exploring New Modes of Governance for the Energy Sector Albrecht Söllner, Tessa Haverland Albrecht Söllner, Tessa Haverland 145–156
  - 157–169 Conceptualizing Resource Integration: The Peculiar Role of Pure Public Resources Herbert Woratschek, Chris Horbel, Bastian Popp Herbert Woratschek, Chris Horbel, Bastian Popp 157–169
  - 170–184 On the Marketness of Markets and Actor Clout: Market-shaping Roles Suvi Nenonen, Kaj Storbacka Suvi Nenonen, Kaj Storbacka 170–184
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SMR - Journal of Service Management Research , page 84 - 99

We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers

Autoren

Ilias Danatzis Jana Möller Christine Mathies

DOI
- doi.org/10.15358/2511-8676-2020-2-3-84
- ISSN: 2511-8676
- ISSN online: 2942-3392
Zusammenfassung

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to communicate poor service quality is indeed effective. Based on an online experiment in the context of budget hotels, this study finds that using humour to deliberately communicate poor service quality leads to higher purchase intentions and service quality evaluations by reducing both technical and functional service quality expectations. Theoretically, this study extends humour and service research by providing first empirical evidence for the viability of using humour as an effective tool for leveraging customer expectations of service quality rather than improving service performance. Managerially, these insights highlight how reducing customer expectations is an alternative strategy for attracting new customers and for achieving superior quality evaluations.

Abstract

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to communicate poor service quality is indeed effective. Based on an online experiment in the context of budget hotels, this study finds that using humour to deliberately communicate poor service quality leads to higher purchase intentions and service quality evaluations by reducing both technical and functional service quality expectations. Theoretically, this study extends humour and service research by providing first empirical evidence for the viability of using humour as an effective tool for leveraging customer expectations of service quality rather than improving service performance. Managerially, these insights highlight how reducing customer expectations is an alternative strategy for attracting new customers and for achieving superior quality evaluations.
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