Customer intention to participate in service recovery: what is it and what are the drivers?

Singh, Gurbir; Mishra, Abhishek

doi:10.1108/jstp-11-2022-0250

Cited by 1 publication

(2 citation statements)

References 100 publications

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“…Service recovery is a process in which a company undertakes in response to a service failure to bring dissatisfied customers to a state of satisfaction (Singh and Mishra, 2023). Most prior service recovery research have examined the effect of service recovery on focal customers who experienced service failure (e.g.…”

Section: Socially Distant Third-party Customersmentioning

confidence: 99%

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The effect of service recovery on socially distant third-party customers: an experimental research on emotions, forgiveness, repatronage intention and WoM

Çelik,

Özkan Tektaş,

Kavak

2024

JSTP

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PurposeService failures usually occur in front of third-party customers. Third-party customers react emotionally and behaviorally to service failure and recovery efforts aimed at focal customers. However, there is a gap in the literature on how third-party customers react to a service failures incident and a recovery over another customer, depending on how socially close or distant they are from. This study investigates the effect of third-party customers' emotions on consumer forgiveness, negative word-of-mouth (WoM) and repatronage intentions in the service recovery process by comparing close and distant third-party customers.Design/methodology/approachThis study utilizes a 2 (social distance to the focal customer: close, distant) × 2 (service recovery: yes, no) between-subjects design. The authors used a scenario-based experiment to test the proposed hypotheses. A total of 576 respondents were involved in the study.FindingsThe results from the authors' scenario-based experimental study show that positive and negative emotions felt by distant third-party customers are higher than those of close third-party customers. In addition, the effect of positive emotions on customer forgiveness is more substantial for distant third-party customers. Third, moderated-mediation analysis indicates that social distance has a moderator effect only on the relationship between positive emotions and customer forgiveness.Originality/valueThis study contributes to the service literature by comparing socially close and socially distant third-party customers' reactions to service failure and recovery attempts.

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Section: Socially Distant Third-party Customersmentioning

confidence: 99%

“…, 2011). Service recovery is a process in which a company undertakes in response to a service failure to bring dissatisfied customers to a state of satisfaction (Singh and Mishra, 2023).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%