Customer's angry voice: Targeting employees or the organization?

Poor service encounters have the potential to leave customers feeling angry at the frontline service employee who serves them, angry at the organization, or angry at both parties. The 25 in-depth interviews (Study 1) and experimental work (Study 2) demonstrate how distributive (outcome fairness), procedural (response time) and interactional (treatment received) justice dimensions differentially affect where the customer targets her or his anger, either at the frontline employee or at the organization as a whole. Further investigation reveals sins-of-omission (when the service provider failed to act) and interactional justice mediate the effect of response time on anger at the employee. Interactional justice also partially mediates the effect of outcome fairness on anger at the organization whereas sins-of-omission do not.     

Examining Public Hospital Service Failure: The Influence of Service Failure Type,Service Expectations,and Attribution on Consumer Response

This study investigates three independent variables; types of service failure, service expectations, and attribution on postfailure responses in healthcare. A between-subjects 3?×?2?×?2 experimental design using written scenarios was used. The findings demonstrate that customer responses to service failures in hospitals are extensively influenced by the type of service failure, the level of service expectation of the provider, and, to a lesser extent, the controllability of the cause of the failure. Core service failures lead to greater increases in negative responses for satisfaction, emotional, and behavioral responses than supplementary service failure with high service expectations protecting the provider against overall dissatisfaction, negative word-of-mouth, and switching behaviors. Interestingly, perceived high controllability leads to greater dissatisfaction but not to increased negative emotional or behavioral responses. The study applies attribution theory to explain the results. The article concludes with managerial implications.     

Customer control and evaluation of service validity and reliability

A control and attribution model of service production and evaluation is proposed. Service production consists of the stages specification (input), realization (throughput), and outcome (output). Customers may exercise control over all three stages of the service. Critical factors of service production are service validity (is the correct service produced?) and reliability (is the service correctly produced?). With more control, customers feel more responsibility for and satisfaction with the service outcome. If this is the case, there is less attribution of service outcomes to the service provider and more to the customer, as a party in the service production. Self-perceptions and perceptual and attributional biases play a self-serving role to justify customer service engagement. Attributions of service outcomes determine perceptions of service quality and behavioral responses such as (dis)satisfaction, complaints, repeat buying, and service loyalty. These customer control and evaluation processes are captured in a set of propositions, advanced to serve future research. © 1998 John Wiley & Sons, Inc.     

The contrasting influences of incidental anger and fear on responses to a service failure

Customers’ disposition to register a formal complaint about an inferior product or poor service is often mediated by attributions of responsibility. However, the anger or fear that people happen to be experiencing for totally irrelevant reasons can also influence this disposition. Two field studies and four laboratory experiments indicate that when people feel angry at the time they encounter a service failure, they are more likely to blame the service provider for the failure and more likely to register a complaint. When they experience fear, however, they are uncertain about the cause of their misfortune and decrease their negative reactions relative to conditions in which fear is not experienced. The effects of these incidental emotions are evident both when a service failure is personally experienced and when it is only observed. These effects are eliminated, however, when individuals do not have the cognitive resources available to assess the reasons for the service failure and the conditions surrounding it.     

Reaching the boiling point: Consumers' negative affective reactions to firm-attributed service failures

While anger is the dominant affective reaction following service failure, little research focused on its potentially damaging effects. Our study examines the impact of anger and related negative affective states on evaluations and behavior following firm-attributed service failure. Gender's moderating role in shaping these consequences is also studied. Scenarios involving failures in a bank and a retail store are used. Overall, angry customers are less satisfied, give lower service evaluations, have higher perceptions of injustice, and give weaker ratings of corporate image. Angry customers also less likely spread positive word of mouth and more likely complain, exhibit negative repurchase intentions, and engage in third-party action. Related negative states differentially impact cognitive evaluations and post-purchase behavior with anger (rage) being the most important predictor in a bank (retail) setting. As the intensity of the negative affective state increases, customers more likely engage in effortful consequences. Gender of the customer and the service employee play minimal roles influencing evaluative and behavioral outcomes.     

A cross-cultural perspective on the role of emotion in negative service encounters

The purpose of this research is to examine cross-cultural differences in emotional responses to negative service encounters and the consequent impact on behavioural intentions. Focus groups of UK and West African consumers discussed two video scenarios, described employee and consumer behaviour, and projected emotional responses. Although anger was a major emotion, African consumers emphasised feelings of ‘sadness’ (humiliation and embarrassment). Such feelings were more likely to influence switching and other behavioural intentions when attributable to employee behaviour. Differences were also identified in interpretations of employee behaviour and perceived attribution of negative emotions.     

Customer e-complaining behaviours using social media

This paper develops a conceptual framework about customer complaining behaviours (CCB), using social media. Specifically, this research expands the current understanding of CCB by examining the differential impact of unfairness, firm response, retaliation, locus attribution, stability attribution, and personal identity on public complaining and private complaining using social media, and their subsequent impact on post-complaining satisfaction (PCS) and loyalty. Public complaining refers to customer complaints directed to a service provider, while private complaining refers to service failure complaints directed towards other customers. A structural equation model shows that high levels of unfairness, firm response, locus, and personal identity have a strong influence on public complaining, while desire for retaliation is a significant factor influencing private complaining. The findings contribute to practice by providing useful and pertinent information for developing suitable web care interventions to effectively deal with public complaining and private complaining through social media platforms.     

The smarter,the better?! Customer well-being,engagement, and perceptions in smart service systems

Smart service systems – that is, configurations of smart products and service providers that deliver smart services – are striving to increase the smartness of their offering, but potential consequences for customer well-being are largely overlooked. Therefore, this research investigates the impact of smartness on customer well-being (here, self-efficacy and technology anxiety) through (1) customer engagement with different smart service system actors (here, smart products and service providers) and (2) customer perceptions (here, personalization and intrusiveness perceptions) and their associated importance (here, need for personalization and intrusiveness sensitivity). A scenario-based experiment (n = 730) – which is preceded by a systematic review to conceptualize smartness – shows that customers perceive more personalization than intrusiveness in case of higher levels of smartness, resulting in customer engagement with the smart product and to some extent with the service provider. Via customer engagement with the smart product, higher levels of smartness stimulate self-efficacy, especially for customers with a high need for personalization. When customers' need for personalization is high and their intrusiveness sensitivity is low, higher levels of smartness also reduce technology anxiety via customer engagement with the smart product. Hence, the conclusion is: “The smarter, the better!”, whereby the relationship between smartness and well-being (here, self-efficacy and technological anxiety) is significantly influenced by customer heterogeneity. These findings help business practitioners in boosting customer well-being by increasing customer engagement through higher levels of smartness of their service system.     

Dealing with poor online ratings in the hospitality service industry: The mitigating power of corporate social responsibility activities

Hospitality service providers' reputation and sales can be strongly damaged by low ratings on platforms such as Tripadvisor, Booking, or Yelp. In this research, we investigate how the potential damaging effects of poor ratings of a hospitality service providers' can be mitigated by corporate social responsibility (CSR) activities. Building on the self-affirmation theory, we suggest and provide evidence for the notion that CSR (vs. non-CSR) cues affect more positively guests’ evaluation of a service provider when online ratings are low. When the ratings increase, CSR cues are not better than other cues to improve evaluations. Further, we detail the underlying mechanism whereby guests allocate more weight to CSR (vs. non-CSR) cues when they form an evaluation of a low-rated (vs. higher-rated) service provider, which increases the warm-glow feelings that they anticipate and, eventually, their evaluation. We test our model with two experiments on two different samples (US and European), involving different CSR cues (environmental and social) and different types of service provider (hotel and restaurant). We then discuss the theoretical and managerial implications of our research for hospitality professionals, as well as for policy makers.     

Consumers' anger and coping strategies following appraisals of appliance failure

With the disconfirmation paradigm, Day and Landon's taxonomy of complaint behaviour, and the cognitive appraisal theory developed by Lazarus and colleagues as theoretical approach, this study explored and described consumers' anger and coping strategies following appraisals of appliance failure. In addition, consumers' reasons for engaging in particular complaint behavioural responses were investigated in terms of the cognitive and emotional types of reasoning underlying the different coping behaviours. A cross‐sectional survey was conducted among consumers who were dissatisfied with the performance of a major household appliance item and who resided in a major metropolitan area in South Africa. A self‐administered questionnaire was distributed by means of convenience sampling, which generated 216 usable responses. The results emphasize the importance of understanding consumers' reasoning behind their choice of a specific coping strategy. Respondents who took formal complaint action engaged in problem‐focused coping and those who took private action engaged in emotion‐focused coping and avoidance coping. Those who took no action experienced lower levels of anger.     

Interactional service failures in a pseudorelationship: The role of organizational attributions

The current research investigates customer responses to interactional service failures, such as a service provider who is rude or inattentive, or unfriendly. We study interactional failures within pseudorelationships, which exist when a customer interacts repeatedly with the same firm but encounters different employees across service occasions. Empirical results demonstrate that customers’ responses to these interactional failures distinguish between the offending employee and the organization. Dissatisfaction with the organization critically depends on the customer's attribution of globality—how widespread the interactional failure is throughout the organization. Globality attributions and dissatisfaction with the organization can be lowered by excellent past experience with the organization; however, that same positive experience increases dissatisfaction with the offending employee. Thus, customers’ discrimination of the organization and employee in a pseudorelationship can work in the organization's favor after an interactional failure, and managing customers’ attributions of globality should be a managerial priority.     

Interaction between two types of information on reactions to delays

This study examines the effects of the interaction of two types of information about delays—information about the duration of a delay (delay duration information) and information about the reason for a delay (delay reason information)—on people’s reactions to delays. In this paper, we argue and demonstrate that the two types of delay information interact to affect attribution for the delay and perceived delay duration. The results obtained from an experimental study indicated that there was a stronger effect of delay reason information on attribution for the delay when delay duration information was absent than when the information was present. When no reason was given for the delay, the subjects attributed greater control to the service provider and perceived the delay to be longer when delay duration information was absent than when the information was present.     

Comparing retailer purchase patterns and brand metrics for in-store and online grocery purchasing

ABSTRACT

Research on how vulnerable consumers navigate various marketplaces and service interactions, developing specific consumer skills in order to empower themselves during such exchanges, has received inadequate attention. This paper contributes to this area by empirically drawing on a multi-perspective go-along travel study, consisting of a combination of in-depth interviews and observations of consumer and service provider interactions in mobility services. It addresses both factors that are a source of vulnerability and forms thereof during service interactions, thus unearthing critical mechanisms that explain why vulnerability comes into being. Further, the finding of four distinct forms of active coping strategies, building on the dimensions of proactiveness/reactiveness and explicit/implicit articulation, and how these are related to different forms of vulnerability, provides an understanding of coping with vulnerability during consumer and service provider interactions.     

Effects of physical environment and locus of control on service evaluation: A replication and extension

As a replication and extension, this study empirically tested Bitner's (1990, Journal of Marketing 54, 69–82) model of consumer service evaluation using Singaporean subjects. It investigated the effects of a service failure, physical environment, and attribution on customer evaluation of and satisfaction with the service. The experimental findings showed that consumers engaged in causal inferences when they evaluated the service. Specifically, in cases of service failure, consumers were more dissatisfied when they perceived that the service firm had more control over the cause, and when the failure was recurring vis-à-vis a rare event. Consumers also tended to attribute service failure to a lack of control on the part of the service firm when the failure occurred in a more pleasant environment. The results also showed that satisfaction with the service resulted in perception of higher service quality. Although the physical environment affects perception of service quality, it was mediated by attribution and satisfaction.     

The role of pleasant music in servicescapes: A test of the dual model of environmental perception

This article explores the psychological processes by which background music in servicescapes influences service evaluation and purchase intention. Drawing on the dual model of environmental perception, it is hypothesized that: (1) servicescape is perceived in an ambient holistic manner and serves as the background for perceptions of the provider and thereby has direct and provider-mediated effects on outcomes; (2) the presence of music influences outcomes because it reinforces the holistic quality of the servicescape, makes the provider stand out, and moderates the contribution of provider-mediated servicescape effects; (3) when pleasant music is present, a double-mediating process fully accounts for the impact of variations in the music valence, such that music valence gets transferred into servicescape attitude, which then exercises direct and provider-mediated effects on service outcomes. Two experimental studies in real and online environments support the above research hypotheses.     

A cross-cultural exploration of situated learning and coping

Extant consumer behavior research has alluded to learning in coping with stressful experiences; however, little research exists regarding situated learning or in situ learning that is dynamic and changing in nature. This exploratory study addresses the important but under-studied area: consumers' situated learning with stressful service experiences. It provides in-depth understanding of key factors influencing situated learning and its relevance to effective coping. Specifically, we examine the influencing factors of situated learning and how it relates to effective coping. Besides, we explore the differences in situated learning across two cultural contexts by understanding consumers in USA and China. Through Semi-structured and in-depth interview with 20 U.S. consumers and 16 Chinese consumers, we found that situated learning is an important mechanism that enhances coping. Need for closure, psychological closeness to the problem, and consumer expertise helped enhance consumers' learning and coping. Unlike their U.S. counterparts, Chinese consumers initiated the process of learning long before experiencing the actual service, possessed greater zone of tolerance towards stressful service episodes with attempts to even “save the face” of providers, and trusted their own ability to cope rather than depend on the service provider. Interestingly, U.S. participants discussed the importance of optimism as a way to learn and cope.     

The mediating effect of satisfaction on consumers' switching intention

Most previous research on consumers' switching intention has focused on individual variables that have immediate effects on consumers' intentions or behaviors, rather than analyzing it as a complex phenomenon. This article provides evidence that some service provider behaviors precipitate relationship dissolution, whereas other behaviors create a predisposition to switch. This different effect is observed through the mediating effect of customer satisfaction. While poor service quality and low firm commitment undermine consumer satisfaction and have only an indirect effect on switching intentions, price unfairness and anger incidents have a strong effect on switching, both directly and indirectly through satisfaction. Implications are discussed for customer relationship management. © 2007 Wiley Periodicals, Inc.     

Does it really hurt? Making sense of varieties of anger

While research has shown that consumer anger causes a range of negative consequences, the conceptualization and measurement of this emotion remain inconsistent. Some studies link anger to consumer revenge motivated by a desire to hurt the company, while others associate anger with a desire to cooperate with the company. This inconsistency is caused by the fact that anger is a broad label used to refer to almost any brand failure. We argue that, rather than considering anger as a single construct, scholars should distinguish between a supportive facet of anger, which comprises feelings of annoyance, frustration and other mild negative feelings, and a vindictive facet of anger, which comprises feelings of intense anger, rage, and outrage. These two facets of anger reconcile divergent arguments presented in past research. Research benefits from moving beyond the generic label of anger to consider supportive and vindictive facets of anger that influence consumers' reactions under different circumstances. Only vindictive anger prompts consumers to take revenge and punish the company for unfair treatment. Supportive anger triggers instead a desire to solve the problem by cooperating with the company. This study presents important managerial implications for assessing and managing feelings of anger following brand failures.     

The attribution of service failures: effects on consumer satisfaction

The aim of this paper is to analyse the effects of the attribution of service failures on consumer satisfaction. We analysed direct effects as well as indirect effects through cognitive processes and variables such as quality perceptions and overall quality evaluation. Basing the analysis on the attribution theories and information processing theories, four hypotheses are suggested. These are tested on a sample of 293 service encounters in which some type of failure is present (attributed to the firm or to some environmental factor). The results show that the attribution of the failure to the service firm causes a systematic reduction in all of the quality perceptions (even in service aspects not linked to the failure). But attribution also shows direct effects on satisfaction beyond the effect through perceptions. Attitude-based processes as well as attribute-based processes are affected by attribution.