Service failure and recovery: The impact of relationship factors on customer satisfaction |
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Authors: | Ronald L Hess Shankar Ganesan Noreen M Klein |
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Institution: | (1) The College of William & Mary, Williamburg, USA;(2) University of Arizona, Arizona, USA;(3) Virginia Polytechnic Institute & State University, Virginia, USA |
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Abstract: | This research investigated how customers' relationships with a service organization affect their reactions to service failure
and recovery. Our conceptual model proposed that customer-organizational relationships help to shape customers' attributions
and expectations when service failures occur. The empirical results showed that customers with higher expectations of relationship
continuity had lower service recovery expectations after a service failure and also attributed that failure to a less stable
cause. Both the lower recovery expectations and the lower stability attributions were associated with greater satisfaction
with the service performance after the recovery. These effects appeared to be key processes by which relationships buffer
service organizations when service failures occur.
Ronald L. Hess Jr. (ron. hess@business.wm.edu) (Ph.D., Virginia Tech) is currently an assistant professor of marketing at the College of William
& Mary. His research interests include customer responses to service and product failures; organizational complaint handling;
and customer assessments of satisfaction, loyalty, and service quality. He has published his research inMarketing Letters and several conference proceedings.
Shankar Ganesan (sganesan @bpa.arizona.edu) (Ph.D., University of Florida) is an associate professor of marketing and Lisle and Rosslyn Payne
Fellow in Marketing at the Eller College of Business and Public Administration, University of Arizona. His research interests
focus on the areas of interorganizational relationships, buyer-seller negotiations, service failure and recovery, new product
innovation, and E-marketing. He is the author of several articles that have appeared in leading academic journals, including
theJournal of Marketing Research, theJournal of Marketing, theJournal of Retailing, theJournal of Personal Selling and Sales Management, theJournal of the Academy of Marketing Science, and theJournal of Applied Psychology. He currently serves on the editorial review board of theJournal of Marketing Research and theJournal of Marketing.
Noreen M. Klein (nklein@vt.edu) (Ph.D., Pennsylvania State University) is currently an associate professor of marketing at Virginia Polytechnic
Institute and State University. Her research interests include consumer decision making and the behavioral aspects of pricing,
and her research has been published in the theJournal of Consumer Research, Organizational Behavior and Human Decision Making, and theJournal of the Academy of Marketing Science. |
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Keywords: | service failure attributions customer relationships |
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