The role of relationship norms in responses to service failures
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AbstractA friendly relationship with a service provider can sometimes decrease the negative feelings that consumers experience as the result of a service failure. However, friendship is not always beneficial. When consumers focus their attention on the provider's obligation to respond to their needs, they react more negatively to a service failure when they are friends of the provider than when they have only a business relationship with him or her. When their attention is drawn to their own obligation in the relationship, however, the reverse is true. This difference is confirmed in four experiments in which the perspective from which participants imagined a service failure was activated either by unrelated experiences before being exposed to the failure or by features of the service encounter itself. © 2011 by Journal Of Consumer Research, Inc.
All Author(s) ListWan L.C., Hui M.K., Wyer Jr. R.S.
Journal nameJournal of Consumer Research
Year2011
Month8
Day1
Volume Number38
Issue Number2
PublisherUniversity of Chicago Press
Place of PublicationUnited States
Pages260 - 277
ISSN0093-5301
eISSN1537-5277
LanguagesEnglish-United Kingdom

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