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Unhappy Campers: Exploring Consumer Resistance to Change
Authors:Michael F Walsh  John Lipinski
Institution:1. College of Business and Economics , West Virginia University , Morgantown, WV 26506, USA michael.walsh@mail.wvu.edu;3. School of Business , Robert Morris University 6001 University Boulevard , Moon Township, PA 15108, USA
Abstract:This article provides an examination of consumers' reaction to change that is consciously initiated by firm managers. Despite the best of intentions, some change is not welcomed by consumers. This article provides an explanation regarding why consumers resist change and suggestions are offered regarding ways that organizations can proactively work with their client base when change is needed without damaging their brand. This topic was examined using in‐depth interviews of customers of an experiential service: a family camp resort. The themes identified in this research are directly applicable to a broad range of experiential services including travel and leisure services.
Keywords:Resistance to change  consumer behaviour  experiential services  resorts
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