Exploring consumer conflict management in service encounters |
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Authors: | Michael B Beverland Steven M Kates Adam Lindgreen Emily Chung |
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Institution: | (1) School of Economics, Finance & Marketing, RMIT University, GPO Box 2476V, Melbourne, Vic, 3001, Australia;(2) Department of Marketing, Simon Fraser University, FBA, 8888 University Drive, Burnaby, BC, Canada, V5A 1S6;(3) Hull University Business School, Cottingham Road, Hull, HU6 7RX, UK |
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Abstract: | Consumer researchers have yet to examine how consumers frame and deal with conflict. Understanding how consumers manage conflict
is essential for service providers seeking to effectively recover instances of service failure, and avoid the costs associated
with increasing instances of consumer anger. Using a modified grounded theory approach, we develop a model of consumer conflict
management drawing on 39 informant accounts of service failures. The emergent model proposes that consumers’ conflict style
is related to whether conflict is framed in task or personal terms. Task-framed conflicts resulted in more productive conflict
styles than those framed in personal terms. Self vs. other orientation moderated the relationship between conflict frame and
conflict style. These findings help us better understand the nature of consumer conflict and identify the importance of carefully
targeting service recovery efforts to reduce instances of anger. |
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