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

Nazifi, Amin; El‐Manstrly, Dahlia; Tregear, Angela; Auxtova, Kristina

doi:10.1108/jstp-10-2019-0224

Cited by 8 publications

(9 citation statements)

References 75 publications

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“…This type of complaining is seen as constructive because the customer desires to remedy the issue rather than negatively influencing the business. Thirdparty complaint for conflict resolution is another option for customers trying to repair their relationship with a firm (Nazifi et al, 2020). Contrary to PSCs, third-party complaints for conflict resolution are made to a third party to solicit assistance or advice regarding the most effective course of action for resolving the issue following the perceived betrayal (Gr egoire and Fisher, 2008).…”

Section: Perceived Betrayal and Behavioral Responsesmentioning

confidence: 99%

Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal

Rasouli,

Alimohammadirokni,

Rasoolimanesh

et al. 2023

CBTH

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Purpose This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB) is examined as a mediator between brand transgression severity and BRs. Design/methodology/approach A total number of 331 customers of Tehran travel agencies were recruited as the statistical sample. Partial least squares-structural equation modeling (PLS-SEM) using SmartPLS 4 software was used to analyze the collected data. Findings The results showed that the severity of brand transgression significantly affects perceived BB and customer BR, including avoidance and retaliatory behaviors. Moreover, the results showed that perceived BB has a mediating role in the relationship between brand transgression severity and reparatory and retaliatory behaviors. Originality/value This study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.

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Section: Perceived Betrayal and Behavioral Responsesmentioning

confidence: 99%

Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal

Rasouli,

Alimohammadirokni,

Rasoolimanesh

et al. 2023

CBTH

View full text Add to dashboard Cite

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“…Next, an apology describes customers' perceptions of taking responsibility and emotional redress for service contract termination (Smith et al, 1999). Customers incur emotional costs from the experience, such as coping with the unpleasant feeling of being rejected (Nazifi et al, 2021). By offering emotional support and demonstrating empathy, an apology mildens these costs (Goodwin and Ross, 1992;Tax et al, 1998).…”

Section: Service Contract Terminationmentioning

confidence: 99%

Handle with care! Service contract termination as a service delivery task

Wetzel

Haenel²,

Hess

2022

EJM

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Purpose Profitability considerations lead service providers to terminate service contracts with low-value customers. However, customers targeted by service contract terminations often take revenge through negative word-of-mouth (NWOM). Presently, it is unclear how service contract termination initiatives prevent this harmful side effect. The purpose of this study is to compare the effectiveness of common service contract termination initiatives for reducing NWOM of customers whose service contracts are being cancelled. The study results provide guidance for minimizing the downside of service contract termination. Design/methodology/approach This study distinguishes between service contract termination initiatives common in practice (preannouncement, explanation, financial compensation, apology and support in finding an alternative provider). Drawing on a multi-industry survey of 245 customers who have experienced service contract terminations in real life, the authors estimate regression models to link perceived service contract termination initiatives to NWOM. Findings All else equal, only preannouncement and support in finding an alternative are effective to reduce NWOM. This study also shows that the right choice of service contract termination initiatives depends on the context of the termination. Making a preannouncement, offering an explanation and providing support in finding an alternative are more effective in reducing NWOM when these actions are aligned with the contextual factors of relationship duration and competitive intensity. Research limitations/implications This study shows that service contract termination needs to address several aspects of the service termination experience. The key implication for future research is that it matters in terms of NWOM how service contract terminations are performed. Practical implications This research identifies the service contract termination initiatives that are most effective to reduce NWOM after service contract termination in general and under consideration of the moderating roles of relationship duration and competitive intensity. Originality/value While most related studies have considered customer responses to the cancellation of other customers’ contracts, this study contributes to the scarce literature on the undesirable customer responses (such as NWOM) to the termination of their own contract. To the best of the authors’ knowledge, it is the first study in this emerging stream of research that accounts for the effects of process- and outcome-oriented contract termination initiatives on NWOM. To the best of the authors’ knowledge, it is also the first study to account for moderators of the effect of contract termination initiatives on NWOM, namely, relationship duration and competitive intensity.

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“…Given that values are enduring (Zhang and Bloemer 2008) and can shape consumer behavior (Lorgnier et al 2019;Tuškej et al 2013), investigating their role in fostering the development of meaningful consumer relationships is important. Furthermore, consumer decisions to terminate a relationship with a brand and its associations with the beliefs related to values deserve more attention in consumer research (Nazifi et al 2020;Volkers 2021). There is a need to examine new constructs, such as consumer experience and relationship quality, among other switching barriers, which may significantly influence consumer leave behavior (Ng et al 2022).…”

Section: Introductionmentioning

confidence: 99%

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

Elsharnouby

Jayawardhena

et al. 2023

J Market Anal

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The study explores how consumer-brand value congruence affects the quality of consumer relationships and drives the propensity to leave and consumers' voluntary performance. It also examines how the quality of consumer-brand relationships mediates the relationships between value congruence and both propensity to leave and consumer voluntary performance. The study also examines the moderating role of relationship length and consumer age.Data from an online survey of 371 consumers drawn from contrasting service contexts (restaurants and hospitals) were collected. In both service settings, the results reveal that value congruence is positively related to consumer-brand relationship quality and voluntary performance, and the consumer-brand relationship quality is negatively related to the propensity to leave. Furthermore, while consumer-brand relationship quality influences voluntary performance in the restaurant context, its influence does not exist in the hospital context. Contrary to expectations, the length of a relationship with a brand does not enhance the quality of the relationship; rather, value congruence takes precedence. We emphasize the need for special efforts in fostering congruent perceptions among older consumers to get them engaged in voluntary performance. Since a few marketing scholars have examined the role of value congruence as an antecedent of consumerbrand relationship quality, we advance extant literature in examining the impact of value congruence on consumer-brand relationship quality and its outcomes.

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

Cited by 8 publications

References 75 publications

Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal

Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal

Handle with care! Service contract termination as a service delivery task

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

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