“I live with terror inside me”: Exploring customers’ instinctive reactions to terror |
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| Institution: | 1. Faculty of Economics and Business Administration, Ruppin Academic Center, Israel;2. Paris School of Business, France;1. Department of Marketing, Auckland University of Technology, 120 Mayoral Drive, Auckland 1010, New Zealand;2. Department of Marketing, Spears School of Business, Oklahoma State University, 477 Business Building, Stillwater, OK, 74078, USA;3. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;4. College of International Management, Ritsumeikan Asia Pacific University, 1-1 Jumonjibaru, Beppu, Oita, 874-8577, Japan;1. Department of Tourism, Chienkuo Technology University, Taiwan;2. Department of Business Administration, Dayeh University, Taiwan;3. Department of Industrial Education and Technology, National Changhua University of Education, Taiwan;1. Department of Food & Beverage Management, Taipei University of Marine Technology, No. 212, Sec.9, Yen Ping N., Taipei City, 111, Taiwan, ROC;2. Business School, Nanfang College of Sun Yat-Sen University, No. 882 Wenquan Avenue, Conghua District, Guangzhou, Guangdong Province, 510970, China;3. Department of Artificial Intelligence, CTBC Business School, No. 600, Sec. 3, Taijiang Blvd., Annan District, Tainan City, 709, Taiwan, ROC;4. Department of Hospitality Management, Ming Chuan University, No. 5 De Ming Rd., Gui Shan District, Taoyuan City, 333, Taiwan, ROC |
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| Abstract: | Terrorist attacks occur mostly at public service-oriented sites. Consequently, their victims are likely to be customers. The present study explores how customers instinctively react toward the reality of terror in a matrix of 2 × 2 aspects concerning terror circumstances: temporal proximity (brief or long) and physical proximity (close or remote) from the terror event. In qualitative in-depth interviews, customers from France and Israel were requested to share their instinctive reactions and coping strategies when approaching hospitality (hedonistic) and transportation (utilitarian) services. Participants (N = 47) comprised customers having a protracted acquaintance with persistent terror threats. The analysis identified differences in reactions, subject to temporal and physical proximities. When terror attacks are physically close, customers’ emotions, cognitions, and behaviors undergo modification with time. However, when terror attacks occur at a location remote from the customer, customers’ emotions and cognitions, but not their behavior, change with time. These reactions were comparable for the two service contexts. Practical implications were elaborated to enable service establishments (i.e., hospitality and transportation) to design and manage their operations for the short and long term to assist customers in the difficult era of terror. |
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| Keywords: | Terror Customer reaction Service Control Temporal proximity Physical proximity |
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