Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 27, Issue -, Pages 103-112Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2015.07.012
Keywords
Service recovery; Forgiveness; Word-of-mouth; Service failure; Compensation; Justice theories
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This study aims to investigate the direction of harm and the role of service recovery strategies on customer positive (i.e., forgiveness) and negative (i.e., word-of-mouth) intentions. We found that customer intentions are stronger among those who are directly affected by the service failure than indirectly affected customers. Further, we assess the role of service recovery in customer intentions after the service failure. The study findings contribute to the development of theory on the other customers effect by comparing the consequences of service failure directed at the focal customer and other customers and provide solutions to practitioners to reduce this damaging effect. (C) 2015 Elsevier Ltd. All rights reserved.
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