Mitigating the negative effects of service failure through customer identification

This study investigated the effect of numerical customer identification (i.e., assigning numbers to identify customers) in service context on numbered customers' reaction failures. We manipulated different ways (room number, table and order number) measured tolerance services across various settings (in a restaurant, spa, café) four studies. The results demonstrated that after being identified by customers tend exhibit higher failures (Studies 1 2), this is mediated sense self-dehumanization among numerically (Study 3). Moreover, diminished when had heightened individuation (e.g., disclosing personal information) buffer against dehumanization 4). Our findings contribute underexplored research area identification, broaden literature marketing, bring practical implications for firms mitigate negative effects decrease dissatisfaction.