(I'm) Happy to Help (You): The Impact of Personal Pronoun Use in Customer–Firm Interactions
Abstract
In responding to customer questions or complaints, should marketing agents linguistically “put the customer first” by using certain personal pronouns? Customer orientation theory, managerial literature, and surveys of managers, customer service representatives, and consumers suggest that firm agents should emphasize how “we” (the firm) serve “you” (the customer), while de-emphasizing “I” (the agent) in these customer–firm interactions. The...
Paper Details
Title
(I'm) Happy to Help (You): The Impact of Personal Pronoun Use in Customer–Firm Interactions
Published Date
Aug 1, 2018
Volume
55
Issue
4
Pages
541 - 555
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