Abstract
The research by Wei, Zhang, Rathjens, and McGinley reveals a surprising twist in how restaurant customers respond to online interactions after a service failure. When fellow customers chime in—either with support or mockery—their comments can dramatically shape how the original complainant feels, engages, and judges fairness. But the real game-changer? Whether the customer craves approval. Those with low need for approval react strongly to the tone of others’ comments, while high-approval seekers remain emotionally steady. This study uncovers the psychological undercurrents of electronic customerto- customer interaction (eCCI), offering fresh insights into empathy, justice, and digital engagement in hospitality.
Original Article
Wei, W., Zhang, L., Rathjens, B., & McGinley, S. (2024). Electronic consumer-to-consumer interaction (eCCI) post a service failure: The psychological power of need for approval. Journal of Hospitality & Tourism Research, 48(7), 1212-1225.
Recommended Citation
Wei, Wei; Zhang, Lu; Rathjens, Bobbie; and McGinley, Sean
(2026)
"When Customers Collide Online: The Hidden Power of Approval in Digital Service Failures,"
Rosen Research Review: Vol. 6:
Iss.
1, Article 5.
Available at:
https://stars.library.ucf.edu/rosen-research-review/vol6/iss1/5
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