Journal
BRQ-BUSINESS RESEARCH QUARTERLY
Volume 17, Issue 3, Pages 191-204Publisher
SAGE PUBLICATIONS INC
DOI: 10.1016/j.cede.2013.10.001
Keywords
Dissatisfied customers; Word-of-mouth; Satisfaction; Relationship marketing
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This paper takes a closer look at factors which serve as a catalyst for transforming initially dissatisfied customers into evangelists of the firm; that is, customers who spread positive word-of-mouth about a company, its products and/or services-and recommend them to other consumers. We propose a conceptual model, rooted in relationship marketing theory, which identifies a set of factors that afford a better understanding of post-service recovery customer transformation processes. The proposed model is empirically tested in the context of mobile telecommunications services using a structural equation modeling approach. Our findings reveal that when companies are capable of designing effective service recovery processes-where customers perceive effort and justice in the outcome-initial dissatisfaction can turn to brand loyalty, long-term commitment and, above all, readiness to speak positively about the company and its products. Finally, the main implications for marketing practice are discussed. (C) 2011 ACEDE. Published by Elsevier Espana, S.L. All rights reserved.
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