Consumer advocacy: Examining the feeling and doing following a failed service encounter |
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| Institution: | 1. School of Business, University of the Sunshine Coast, Sippy Downs, Australia;2. Department of Marketing, Faculty of Management, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road, Bournemouth BH23 2EL, United Kingdom;1. School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China;2. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;1. Polytechnic Institute of Cavado and Ave (School of Management), Portugal;2. School of Economics and Management of the University of Porto, Portugal;1. Université Laval/American University in Dubai, 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;2. Université Laval/Kedge Business School (Marseille), 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;1. University of Tehran, Iran;2. Financial Department, University of Tehran, Iran;3. Sanchez School of Business, Texas A&M International University Laredo, TX, USA |
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| Abstract: | Dissatisfactory service experiences and consumer complaints following such experiences are everyday occurrences. Prior research has not only examined the emotions experienced because of failed service encounters but also has explored the resultant behaviours towards the service provider and the service. However, prior research does not distinguish between negative word-of-mouth (NWOM) motivated by marketplace-helping behaviour such as consumer advocacy and NWOM as venting triggered by emotions such as anger and frustration. The current study examines the direct relationship between regret and disappointment and consumer advocacy. Unlike past studies, the current study explores two types of customer dissatisfaction: agent based and outcome based. Study 1 uses a vignette methodology, and Study 2 uses experience sampling in which respondents provide personal episodes of failed service encounters. In contrast with a previous proposition, we find that regret has a significant negative relationship with consumer advocacy. Disappointment based on external events demonstrates a significant positive relationship, whereas disappointment caused by another person has a weaker relationship with consumer advocacy. |
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