Trust recovery tactics after double deviation: better sooner than later?

Pacheco, Natália Araújo; Pizzutti, Cristiane; Basso, Kenny; Vaerenbergh, Yves Van

doi:10.1108/josm-02-2017-0056

Cited by 18 publications

(14 citation statements)

References 53 publications

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“…Second, this research contributes to the service recovery literature by investigating how an apology should be offered after a service failure in the digital media service context. Building on prior research investigating the delivery of an apology (e.g., Hogreve et al, 2019;Pacheco et al, 2019), this research considers response time and apology mode simultaneously and examines how these two factors influence the effectiveness of apology. This research demonstrates that response time and apology mode jointly influence customers' PFR in the digital media service context.…”

Section: Discussionmentioning

confidence: 99%

“…Wirtz and Mattila (2004) showed that an immediate response combined with an apology generates higher satisfaction than a delayed response combined with an apology. Pacheco et al (2019) indicated that an apology is most effective in recovering trust when it is offered sooner rather than later following a failed service recovery. Thus, an immediate apology should generate higher PFR than a delayed apology as it signals service providers' commitments to recovering service failures (Smart and Martin, 1992) and fairness (Smith et al, 1999).…”

Section: Apology Delivery and Its Effectivenessmentioning

confidence: 99%

“…Theoretical background, conceptual model and research hypotheses Apology, PFR and coping behaviors in service recovery Prior studies have focused on the impact of service recovery (e.g., apology) on outcome variables, such as recovery satisfaction (e.g., Sengupta et al, 2018), trust (e.g., Pacheco et al, 2019), perceived competence, perceived benevolence (Cui et al, 2018), repeat patronage and word-of-mouth (WOM) (e.g., Dens et al, 2015). However, few studies have investigated the impact of service recovery (e.g., apology) on consumers' coping behaviors, such as revenge and avoidance (e.g., de Campos Ribeiro et al, 2018;Herhausen et al, 2019), even though it has been shown to have an increasing influence in the digital media environment.…”

Section: Introductionmentioning

confidence: 99%

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Investigating apology, perceived firm remorse and consumers’ coping behaviors in the digital media service recovery context

Kai-yu

Chih

Hsu

et al. 2020

JOSM

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PurposeThis research investigates whether and how perceived firm remorse (PFR) influences consumers’ coping behaviors in the digital media service recovery context. It also examines how an apology should be delivered to generate PFR.Design/methodology/approachIn Study 1, 452 mobile application service users were recruited for a survey study, and Structural Equation Modeling was used to test the research hypotheses. In Study 2, 1,255 mobile application service users were recruited for an experimental study.FindingsStudy 1 shows that PFR negatively influences blame attribution and positively influences emotional empathy. Emotional empathy negatively affects coping behaviors. According to this study, blame attribution and emotional empathy do not have any serial mediation effect on the relationship between PFR and coping behaviors. Only emotional empathy mediates the effect of PFR on coping behaviors. Study 2 finds that response time and apology mode jointly influence PFR.Research limitations/implicationsThis research establishes the relationship between PFR and coping behaviors and shows the mediating role of emotional empathy in this relationship.Practical implicationsService providers should consider response time and apology mode, as the two factors jointly influence the extent of PFR, which affects consumers’ coping behaviors through emotional empathy. A grace period, in which PFR does not decrease, is present when a public apology is offered. Such an effect does not exist when a private apology is offered.Originality/valueThis research explains how PFR influences coping behaviors and demonstrates how apology mode moderates the effect of response time on PFR in the digital media service recovery context.

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Section: Discussionmentioning

confidence: 99%

Section: Apology Delivery and Its Effectivenessmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Investigating apology, perceived firm remorse and consumers’ coping behaviors in the digital media service recovery context

Kai-yu

Chih

Hsu

et al. 2020

JOSM

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“…However, failure to recover at the first attempt from a service failure represents a “double deviation” (Bitner et al , 1990, p. 80) from the “service promise” (Berry and Parasuraman, 1992). As Pacheco et al (2018, p. 3) state: “despite its prevalence, only a limited number of studies examine how organizations can recover customer trust after a double deviation”.…”

Section: Customer Complaint Behaviour: a Critical Moment (Or Moments?) Of Truthmentioning

confidence: 99%

Customer complaint journey mapping: a qualitative approach

Koussaifi

Hart²,

Lillystone³

2020

BFJ

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PurposeThis paper aims to extend the customer complaint behaviour (CCB) knowledge by introducing a visual technique called customer complaint journey mapping as a means of capturing and understanding multi-faceted service failures involving multiple actors.Design/methodology/approachResearch participants were trained to record contemporaneous accounts of future dissatisfactory dining experiences. Minimising issues of memory recall whilst faithfully capturing complainants' raw emotions. These recordings formed the basis for follow up interviews, based on the critical incident technique.FindingsThe central finding of this paper was how other actors outside of the traditional service dyad played a dynamic role in co-creating a complainants' emotions and subsequent behaviours.Practical implicationsThe resulting customer complaint maps give deep insights into the complex social dynamics involved in CCB, providing a powerful tool for both researchers and staff responsible for recovery strategies.Originality/valueThe mapping framework provides an innovative means of capturing the actual complaint experiences of customers and the role of other actors, utilising a multi-method approach designed to address various limitations of existing CCB research.

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“…According to Lee and Park (2010), a service failure has the potential to damage a service provider"s long-term profitability. In fact, the negative impact of a service failure becomes clear when realising that service failures may trigger customer reactions such as anger, switching behaviour or even a desire for revenge (Pacheco, Pizzutti, Basso & Van Vaerenbergh, 2019).…”

Section: Service Failurementioning

confidence: 99%

When Service Recovery Goes Wrong – The Harmful Effect on Trust

Theron¹

2019

Proceedings of the 10th Business &Amp; Management Conference, Paris

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Given the unique characteristics of the service act, service failure occurs frequently. Once a service failure occurs, it is important to rectify this mistake, because customer satisfaction is often negatively affected by these failures. Ultimately, a service failure might result in a customer defecting to an alternative competitive service provider. Therefore, service providers generally seize the opportunity to recover from service failures. However, not all service providers are capable of recovering appropriately, which results in a situation where the recovery is a failure as well. This twofold service failure is referred to as a 'double deviation' in the literature. This paper investigates the influence of a double deviation on a customer's trust towards a service provider. The research question becomes particularly interesting when considering the fact that trust has proved to be one of the most important dimensions of a successful long-term customer relationship. The focus of the study was the airline industry, and respondents' trust was measured on two levels: firstly, after an initial service failure, and secondly, after a failed service recovery. The study made use of a 2x2 within subjects experiment using a non-interactive self-administered questionnaire. The data were analysed by means of one-way Anova tests, which found significant differences in trust, based on the two levels of service failure. The two types of trust, namely affective and cognitive trust, both eroded from the first service failure to the failed service recovery. The levels of cognitive trust decreased more than those of affective trust, which indicates that service recoveries should first and foremost concentrate on restoring cognitive trust. These findings support the existing literature that customers tend to suppress their emotions to safe guard their relationship with a service provider. This finding also reiterates the importance of maintaining long-term relationships with customers. On a practical level, service providers are strongly advised to invest in the training of frontline employees, as these employees are in the best position to deal with service failures.

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Trust recovery tactics after double deviation: better sooner than later?

Cited by 18 publications

References 53 publications

Investigating apology, perceived firm remorse and consumers’ coping behaviors in the digital media service recovery context

Investigating apology, perceived firm remorse and consumers’ coping behaviors in the digital media service recovery context

Customer complaint journey mapping: a qualitative approach

When Service Recovery Goes Wrong – The Harmful Effect on Trust

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