In this article we examine the interplay between the severity of a brand transgression, consumers' prior awareness of the firm's corporate social responsibility (CSR) initiatives, and the firm's response (apology vs. apologia) on the rates of forgiveness among consumers. Results of two experiments show that consumers' prior awareness of the firm's CSR initiatives significantly differentiates apologia from apology, with the effect of apology on consumer forgiveness being more apparent when brand transgression severity is mild. Results also show that consumer forgiveness mediates the effect of brand transgression severity, firm response, and consumer awareness on repurchase intentions. In this way, the study enables managers to determine whether or not an apology or apologia will be sufficient to solicit consumer forgiveness, using information about the levels of awareness of CSR among consumers.
This study investigates how consumer personality characteristics of religiosity, spirituality, and emotional intelligence and the severity of service failure affect emotional and decisional forgiveness as a response to service failure. Further, the study explores the relationships between these two forms of forgiveness and service outcomes, including the intention to switch the service provider and spread negative word of mouth. Findings reveal that consumer religiosity has a strong and positive effect on both types of forgiveness. However, contrary to expectations, consumer spirituality has a negative relationship with decisional and no relationship with emotional forgiveness. While consumers' perceived severity of service failure is negatively related to both types of forgiveness, the findings also suggest that emotional intelligence exerts a significant moderating influence on the relationship between service failure severity and emotional forgiveness, whereas its moderating effect on decisional forgiveness does not appear to be significant. Results demonstrate the asymmetric effects of perceived severity of service failure and the two types of forgiveness on negative service outcomes. These findings contribute to the understanding on the role of consumers' implicit personality characteristics in interpretation of service failure incidents.
PurposeThe concept of forgiveness has received significant attention in the fields of philosophy and psychology. However, little is known about the application of this concept in the business domain. To address this deficiency, this paper aims to conceptualise forgiveness as a customer coping strategy in the context of service failure incidents. Specifically, deriving from both theories of emotion and coping, this article proposes a conceptual framework of consumer forgiveness in service encounters.Design/methodology/approachA critical synthesis of the literature on forgiveness, service failure, and service recovery was conducted to generate a conceptual exploration of the role of forgiveness in the business domain.FindingsWhile previous consumer behaviour studies have explored the emotional and behavioural states of consumers after service incidents, they overlooked one critical intrinsic psychological aspect which has a long‐lasting effect on service outcomes: consumer forgiveness. Thus, the main focus of this study is to devise a conceptual framework of consumer forgiveness which highlights several stages through which consumers progress in their forgiveness process. A range of situational and contingent factors that may facilitate the consumer forgiveness process are also identified and rationalised in the model.Research limitations/implicationsResearchers of consumer behaviour will benefit from understanding the roots of forgiveness and how this complex process determines and influences the psychological state of consumers after service incidents. The proposed transactional model of forgiveness serves as a starting point to explore this virtually ignored concept in the services marketing domain. Empirical studies employing various research methodologies are needed to support this model.Originality/valueThis paper is one of the first attempts to integrate the concept of forgiveness from the field of psychology into consumer behaviour research by highlighting the role of forgiveness as a coping strategy in the business domain.
Given the fast growth of mobile technology services in some countries and the relatively slow growth in others, it is important to understand the factors that contribute to the adoption of these applications in Australia. Drawing from the Technology Acceptance Model, Domestication Research, and Uses and Gratification Research, this study develops a model for consumers’ intentions to use mobile services (m-services). The main drivers of consumers’ intentions to use m-services are satisfaction along with perceived usefulness. In addition, this study shows that perceived ease of use is a strong predictor of perceived usefulness. This study found that perceived usefulness, perceived ease of use, and perceived enjoyment positively affect satisfaction with m-services while perceived cost has a negative effect. On a different note, it was proven that perceived image does not have a significant impact on customers’ satisfaction with m-services. Overall findings of this study provide some contribution to the growing body of research in the area of m-services and provide some assistance to practitioners in formulating better strategies to retain current m-service users.
Challenging the conventional perception that “power corrupts,” the authors assert that activation of customer power before a service encounter can lead to less negative behavioral manifestations toward a service provider after a service failure. Three experimental studies help substantiate this contention. Study 1 shows a sequential mediation process of how increased power leads to a more positive secondary appraisal and lessens the perceived severity of a failure. This process ultimately leads to (1) lower intentions for revenge and (2) lower demanded compensation. Study 2 solidifies these findings using stimuli for power inducement easily replicable by service managers. Study 3 establishes the boundary conditions and finds that the positive effects of power in postservice failure only holds for a single service failure context but not a double deviation context. This research offers an integrated explanation of how power leads to more positive behavioral actions through a sequential mediation effect involving cognitive appraisals. In doing so, this research sheds light on the nuances of power in affecting customer behavior. The practical method of activating perceived power may motivate service managers to apply it to buffer the potential negative effects of service failure. However, caution is advised, as such effects may diminish in the context of a series of failed resolution attempts.
PurposeFor consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.Design/methodology/approachSegmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.FindingsCross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase.Practical implicationsCross-channel behaviour can be mitigated by retailers via a deep understanding of the driving factors of different configurations of showrooming and webrooming.Originality/valueIn contrast with existing conceptualisations, this study suggests that cross-channel behaviour often stems from consumers being “forced” by factors outside of their control, but within the retailers' control. This research presents a nuanced approach to decompose consumer cross-channel behaviour from the consumer perspective as planned, forced or opportunistic.
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