An exploration of relational customers' response to service failure
Identifieur interne : 001695 ( Main/Exploration ); précédent : 001694; suivant : 001696An exploration of relational customers' response to service failure
Auteurs : Natalie Hedrick [Australie] ; Michael Beverland [Australie] ; Stella Minahan [Australie]Source :
- Journal of Services Marketing [ 0887-6045 ] ; 2007-02-27.
Abstract
Purpose The purpose of this paper is to examine how customers with different relational bonds respond to the same service failure. In particular, the framework to service failure and recovery devised by Fournier and Mick is applied. Designmethodologyapproach To uncover rich emotional and cognitive responses to service failure, indepth interviews with eight former and current patrons of an Australian opera were used. Findings Three types of relationship were identified satisfactionaslove SaL, satisfactionastrust SaT and satisfactionascontrol SaC. Each responded to the same failure in different ways. SaL customers had emotional bonds with the product category and thus reaffiremed their loyalty following the failure. SaT customers saw the service failure and inadequate recovery as a breach of the brand's implied promise and thus excited the relationship. SaC customers took charge of the situation, using their status to improve their situation and then defended the brand. Practical implications The findings indicate the importance of customizing service recovery strategies, in this case to those customers with the strongest emotional bonds to the brand, not the product class. Originalityvalue This is the first paper to examine how relational customers respond to service failure and identify how different customerbrand relationships result in different postfailure reactions and expectations of service recovery.
Url:
DOI: 10.1108/08876040710726301
Affiliations:
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In particular, the framework to service failure and recovery devised by Fournier and Mick is applied. Designmethodologyapproach To uncover rich emotional and cognitive responses to service failure, indepth interviews with eight former and current patrons of an Australian opera were used. Findings Three types of relationship were identified satisfactionaslove SaL, satisfactionastrust SaT and satisfactionascontrol SaC. Each responded to the same failure in different ways. SaL customers had emotional bonds with the product category and thus reaffiremed their loyalty following the failure. SaT customers saw the service failure and inadequate recovery as a breach of the brand's implied promise and thus excited the relationship. SaC customers took charge of the situation, using their status to improve their situation and then defended the brand. Practical implications The findings indicate the importance of customizing service recovery strategies, in this case to those customers with the strongest emotional bonds to the brand, not the product class. Originalityvalue This is the first paper to examine how relational customers respond to service failure and identify how different customerbrand relationships result in different postfailure reactions and expectations of service recovery.</div></front></TEI><affiliations><list><country><li>Australie</li></country></list><tree><country name="Australie"><noRegion><name sortKey="Hedrick, Natalie" sort="Hedrick, Natalie" uniqKey="Hedrick N" first="Natalie" last="Hedrick">Natalie Hedrick</name></noRegion><name sortKey="Beverland, Michael" sort="Beverland, Michael" uniqKey="Beverland M" first="Michael" last="Beverland">Michael Beverland</name><name sortKey="Minahan, Stella" sort="Minahan, Stella" uniqKey="Minahan S" first="Stella" last="Minahan">Stella Minahan</name></country></tree></affiliations></record>Pour manipuler ce document sous Unix (Dilib)
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