Conscious and Subconscious Evaluation of Service Recovery Situation

  • Rafal Ohme
  • Michal Matukin
  • Christo Boshoff
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Contemporary research in the fields of the psychology and marketing studies are more and more focused on the role of emotions in the human behavior (Hogg and Vaughan, 2008). However, the traditional approaches to measure the emotions are susceptible to various distortion and may not fully reflect the real situation. Therefore many authors have been proposed the psychophysiological measures as a complementary solution. Current study investigated the relationship between the self- report measures and the facial muscle activity (EMG) during the human interaction situations where the race factor was taken under consideration. The results for self reports and EMG showed expected discrepancy.


Service Failure Conscious Evaluation Service Recovery Travel Agent Psychophysiological Measure 
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Copyright information

© Academy of Marketing Science 2016

Authors and Affiliations

  • Rafal Ohme
    • 1
  • Michal Matukin
    • 2
  • Christo Boshoff
    • 3
  1. 1.Warsaw School of Social Science and HumanitiesBurnabyUK
  2. 2.HMB-ARCBurnabyUK
  3. 3.Stellenbosch UniversityBurnabyUK

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