Moderating role ofa prioricustomer–firm relationship in service recovery situations

Abstract

This study attempts to verify the moderating roles of the customer-firm relationship with regard to customers' responses to service failure and recovery. The hypotheses were tested based on the responses from 480 full-service restaurant customers, using t-tests and moderated regression analyzes. The findings indicate that in general, high relational customers tend to have high recovery expectations but, at the same time, respond more favorably to recovery efforts than do low relational customers in both low and high recovery situations. These results appear to stem from the wider zones of tolerance of high relational customers than those of low relational customers. This study demonstrates the importance of adopting the concept of zone of tolerance for accurate understandings of customers' responses to service failure and recovery.

Impact of service failure severity and agreeableness on consumer switchover intention

“…As agreeableness is a social trait, this outcome is in alignment with conventional wisdom as well as with the outcomes of earlier studies that more agreeable people will prefer maintaining the existing relationship over a switchover even if it requires some adjustment on their part. High-relational customers act more positively as compared to low-relational customers (Kim et al, 2012). This finding is in approves our H2 and has been theoretically supported by Jensen-Campbell and Graziano, Meier (2004) and Meier et al (2006).…”

The Antecedents and Consequences of Travelers’ Well-Being Perceptions: Focusing on Chinese Tourist Shopping at a Duty Free

“…Brand attitude was measured with six items from Hwang and Lyu [92] and Mitchell and Olson [93]. Brand preference was measured with three items from Hellier et al [70] and Kim et al [94]. Lastly, word-of-mouth was measured using three items from Hennig-Thurau et al [95] and Hwang and Choi [96].…”

The “Terminal” Effects of Service Failure on Airlines: Examining Service Recovery with Justice Theory

“…Alternatively, “making things right” can impact a firm in fortuitous ways. Successful service recoveries have been found to increase profits (Swanson and Hsu 2011), customer satisfaction (Chang and Hung 2013), retention or loyalty (Miller, Craighead, and Karwan 2000), and promulgation of positive word-of-mouth advertising (Kim, Ok, and Canter 2012). It has been further suggested that exceptionally strong recovery attempts can lead to customer evaluations higher than transactions with no perceived service failure whatsoever, resulting in a phenomenon Etzel and Silverman (1981) identified as the service recovery paradox (Ding, Ho and Lii 2015).…”