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Moderating effect of discriminatory attributions on repatronage intentions
Authors:Thomas L. Baker  Tracy Meyer
Affiliation:1. College of Business and Behavioural Sciences, Clemson University, 249 Sirrine Hall, Box 341325, Clemson, SC 29634-1325, USA;2. Cameron School of Business, University of North Carolina Wilmington, 601 S. College Road, Wilmington, NC 28403-5969, USA;1. Institute for Health Care Research and Improvement, Baylor Health Care System, Dallas, TX;2. Baylor University Medical Center, Dallas, TX;3. Department of Infectious Diseases, University of Louisville, Louisville, KY;4. The Heart Hospital at Baylor Plano, Plano, TX;5. Department of Medicine, Veterans Affairs Medical Center, Minneapolis, MN;6. Department of Biostatistics, Heart Valve Therapies, Edwards Lifesciences, Irvine, CA;7. Department of Cardiology, Yale University School of Medicine, New Haven, CT;8. Health Research and Educational Trust, Chicago, IL;9. VA Cooperative Studies Program Coordinating Center, West Haven, CT;10. Vascular Surgery, Imperial College at Charing Cross, London, UK;1. Department of Materials Science and Engineering, Gwangju Institute of Science and Technology (GIST), 1 Oryong-dong, Buk-gu, Gwangju 500-712, South Korea;2. The University College/Department of Chemistry, Sungkyunkwan University, Suwon 440-746, South Korea;3. Department of Nanobio Materials and Electronics (WCU), Gwangju Institute of Science and Technology (GIST), 1 Oryong-dong, Buk-gu, Gwangju 500-712, South Korea;1. Institute of Physical Geography, University of Frankfurt, P.O. Box 11 19 32, 60054 Frankfurt am Main, Germany;2. Faculty of Technology, Policy and Management, Delft University of Technology, P.O. Box 5015, 2600 GA Delft, The Netherlands;1. CEINGE-Biotecnologie Avanzate Scarl, Via G. Salvatore 486, 80145 Napoli, Italy;2. Università Telematica Pegaso, Naples, Italy;3. Dipartimento di Medicina Molecolare e Biotecnologie Mediche, Università di Napoli Federico II, Via S. Pansini 5, 80131 Napoli, Italy;4. Dipartimento di Scienze e Tecnologie Ambientali Biologiche Farmaceutiche, Seconda Università degli Studi di Napoli, Via G. Vivaldi 42, 81100 Caserta, Italy;5. Dipartimento di Medicina e di Scienze della Salute “Vincenzo Tiberio” Università degli Studi del Molise, Campobasso, Italy;1. Department of Applied Hydrobiology, Faculty of Animal Science and Aquaculture, Agricultural University of Athens, Iera Odos 75, 11855 Athens, Greece;2. Department of Mathematics and Statistics, Agricultural University of Athens, Athens, Greece;1. IAE, Université d''Orléans, Rue de Blois 45000 Orléans Cedex, France;2. EDHEC Business School, 24 avenue Gustave Delory, CS 50411, F-59057 Roubaix Cedex 1, France
Abstract:This research investigates the role of social context at the time of a service failure. The negativity of the service failure has the potential to escalate when consumers who are part of a traditionally stigmatized group believe the service failure to be a purposeful event brought on by physically observable differences in appearance. A small exploratory study and two large scale data collections are conducted to validate a measure of transaction specific attributions of discrimination (TSAD) to enhance our understanding of the issue. The moderating effect of TSAD is demonstrated on repatronage intentions to the service firm.
Keywords:
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