The role of tie strength on consumer dissatisfaction responses |
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Authors: | Wan Yang Anna S. Mattila |
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Affiliation: | a School of Hospitality Management, Pennsylvania State University, 101 Keller Building, University Park, PA 16802, USA b School of Hospitality Management, Pennsylvania State University, 224 Mateer Building, University Park, PA 16802, USA |
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Abstract: | This study examines the impact of tie strength and service failure type on consumers’ behavioral intention (voice complaint and negative Word-of-Mouth) in a restaurant context. Overall, the results indicate that tie strength significantly reduces consumers’ intention to spread negative Word-of-Mouth, but it fails to influence their complaint intention. In addition, failure type plays an important role on consumers’ complaint behavior; consumers are more willing to voice a complaint after a core service failure than after an interactional service failure. |
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Keywords: | Tie strength Service failure Voice complaint Negative word-of-mouth |
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