Does online service failure matter to offline customer loyalty in the integrated multi-channel context? The moderating effect of brand strength

Wang, Xuhui; Zhang, Qilin

doi:10.1108/jstp-01-2018-0013

Cited by 39 publications

(34 citation statements)

References 199 publications

(295 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The experimental design and scenario approach is consistent with VCC studies in services industries (Wang and Zhang, 2018). VCC is a challenging construct to examine empirically due to the newness of the concept and difficulty "to observe empirically" (Storbacka et al, 2016, p. 3008), and difficulty explaining it to consumers without providing a specific description of the context and co-creation instances.…”

Section: Study Design and Samplementioning

confidence: 90%

Role of commercial friendship, initiation and co-creation types

Busser

Shulga

2019

JSTP

View full text Add to dashboard Cite

Purpose The purpose of this paper is to introduce and test customer perceptions of four types of value co-creation (VCC), explore VCC a priori condition of relatedness, operationalized as commercial friendship, examine customer voluntary participation in VCC through initiation (customer vs company), and the influence of these factors on relational outcomes of VCC: satisfaction, loyalty and trust. Design/methodology/approach A scenario-based 2×2×4 experimental design was set in a destination resort context: weak vs strong commercial friendship, customer vs company co-creation initiation and four types of VCC. The 248 resort guests were equally and randomly assigned to experimental conditions. Multivariate analysis of variance and repeated measures analysis of variance was utilized. Findings Results demonstrated that customers perceived VCC processes differently. Co-creation of experience and co-recovery outcomes had significantly higher relational outcomes when compared to co-creation of marketing and co-innovation. Experiencing stronger commercial friendship, as customer–company relatedness and being invited to co-create resulted in stronger customer relational outcomes. Originality/value The core theoretical contribution of this study is the comparative analysis of customer perceptions of four distinctly different types of VCC: co-innovation, co-creation of experience, co-creation of marketing and co-recovery. A priori conditions of relatedness and co-creation initiation were established as antecedents of VCC processes among customers and service providers. When a service provider initiates VCC, it can positively affect customers’ relational outcomes of satisfaction, loyalty and trust.

show abstract

Section: Study Design and Samplementioning

confidence: 90%

Role of commercial friendship, initiation and co-creation types

Busser

Shulga

2019

JSTP

View full text Add to dashboard Cite

show abstract

“…Lastly, future studies should examine other customer-related boundary conditions such as customer self-efficacy (Chen, 2018) and relationship quality (Gelbrich et al , 2016; Yildirim et al , 2018) as well as firm-related factors such as prior warning (Lepthien et al , 2017) and brand strength (Wang and Zhang, 2018) in influencing customers' reactions to service termination. Other moderators such as group size (individual vs group termination) and perceived service importance (closure of main bank account vs secondary bank account) may warrant further examination.…”

Section: Discussionmentioning

confidence: 99%

The impact of termination severity on customers' emotional, attitudinal and behavioral reactions

Nazifi

El‐Manstrly²,

Tregear

et al. 2020

JSTP

View full text Add to dashboard Cite

PurposeThis paper empirically examines the direct and indirect effects of perceived termination severity on customers' behavioral reactions via betrayal and justice. It also examines the moderating effects of attitude toward complaining (ATC).Design/methodology/approachThis paper employs a quantitative method approach using a scenario-based experiment in a banking setting.FindingsThe results show that a more severe termination approach results in higher customer negative reactions. Betrayal is shown to be a key driver of customers' behavioral reactions, and ATC moderates these effects.Research limitations/implicationsFuture studies should examine the effects of different termination strategies in markedly different cultures and should also examine other boundary conditions such as prior warning, relationship quality and service importance in influencing customers' negative behavioral responses.Originality/valueThis paper contributes to the service termination literature by shedding light on the impact of termination severity on customers' reactions. It also unveils the mechanism that explains customers' reactions to service termination. Further, it reveals that ATC moderates customers' public (but not private) complaining behaviors.

show abstract

“…Thus, a negative perception of a core attribute (in this case, customer assistance) could carry over to an overall evaluation of the company. The negative spillover of one channel to another is still an overlooked topic (Wang and Zhang, 2018). The current study shows that for some participants who had the most negative perceptions of chat, the lack of transparency in the nature of their potential interlocutor meant that they stopped using chat or never used it.…”

Section: Discussionmentioning

confidence: 99%

Friend or foe? Chat as a double-edged sword to assist customers

Sangle-Ferriere

Voyer

2019

JSTP

View full text Add to dashboard Cite

Purpose The development of self-service technologies, while intended to better serve customers by offering them autonomy, has created situations in which individuals may require additional help. The purpose of this paper is to explore perceptions of chat as an assistance channel, to identify its perceived role in a customer service environment. Design/methodology/approach In all, 23 semi-structured interviews held with both chat and non-chat users assessed perceptions of chat in an assistance encounter. A thematic analysis was used. Findings The findings highlight a paradoxical perception of chat in a customer assistance context. On the one hand, customers perceive live chat as mainly beneficial in a customer service context, alleviating embarrassment, perceived threats and potential dissatisfaction linked to assistance requests. On the other hand, the elusive nature of a chat conversation interlocutor (human or artificial) adversely affects how customers interpret assistance from companies. Research limitations/implications This research underscores the perceived threats of assistance encounters and shows the ambivalent role of chat in such a context. It also highlights chat’s specific features that make it a relevant medium for assistance requests. Practical implications This study helps companies better understand customers’ perceptions of assistance requests and chat in that context. Companies can use the findings to develop better ways to address assistance needs and offer transparent and fully personalized human chat to provide an inclusive service. Originality/value This paper highlights the ambivalent role of chat as an assistance channel, easing assistance requests but also entailing a potential negative spillover effect, when negative chat perceptions of an artificial interlocutor have consequences.

show abstract

Does online service failure matter to offline customer loyalty in the integrated multi-channel context? The moderating effect of brand strength

Cited by 39 publications

References 199 publications

Role of commercial friendship, initiation and co-creation types

Role of commercial friendship, initiation and co-creation types

The impact of termination severity on customers' emotional, attitudinal and behavioral reactions

Friend or foe? Chat as a double-edged sword to assist customers

Contact Info

Product

Resources

About