DOI: 10.24251/hicss.2018.189
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Abstract: The purpose of this research is to explore the impact of service failure controllability on consumer purchase behavior and to clarify the moderating role of relationship strength. Our conceptual model posits that high levels of firm controllability are associated with negative customer reactions. In addition, we examine two opposing hypotheses discussed in literature: the "love becomes hate" and the "love is blind" effect. We base our analysis on an extensive data set provided by a leading European online reta…

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