Individual differences in perceptions of service failure and recovery: the role of race and discriminatory bias |
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| Authors: | Thomas L Baker Tracy Meyer James D Johnson |
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| Institution: | (1) Department of Marketing, College of Business and Behavioral Sciences, Clemson University, Clemson, SC 29634, USA;(2) Department of Marketing, Cameron School of Business, University of North Carolina Wilmington, Wilmington, NC 28403, USA;(3) Department of Psychology, College of Arts and Sciences, University of North Carolina Wilmington, Wilmington, NC 28403, USA |
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| Abstract: | This article investigates the role of contextual cues in the evaluation of a service failure. Empirical data demonstrates
that although discrimination is a factor in the evaluation of a service failure for black (vs. white) customers, contextual
cues also play a role in the evaluation of the encounter. When a black customer experiences a service failure, the failure
will be evaluated more severely when no other black customers are present. In addition, the context of the event differentially
affects the negative emotions generated by the service failure and results in racially driven differences in the amount of
remuneration perceived as necessary to successfully recover from the failure. The implication is that when serving customers,
the race of both the customer and other customers can provide service providers with information relative to the appropriate
service recovery effort to implement.
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| Keywords: | Service failure Service recovery Discrimination Context effects |
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