An investigation of cognitive, emotional and negative behavioural responses to service recovery strategies

Keeffe, Dominique, Bennett, Rebekah and Tombs, Alastair (2006). An investigation of cognitive, emotional and negative behavioural responses to service recovery strategies. In: George J. Avlonitis, Nikolaos Papavassiliou and Paulina Papastathopoulou, Sustainable Marketing Leadership: A synthesis of polymorphous axioms, strategies and tactics. Proceedings of the 35th EMAC Conference. European Marketing Academy Conference (35th, EMAC, 2006), Athens, Greece, (1-11). 23-26 May 2006.

Author Keeffe, Dominique
Bennett, Rebekah
Tombs, Alastair
Title of paper An investigation of cognitive, emotional and negative behavioural responses to service recovery strategies
Conference Paper Type Fully Published Paper
Conference name European Marketing Academy Conference (35th, EMAC, 2006)
Conference location Athens, Greece
Conference dates 23-26 May 2006
Proceedings title Sustainable Marketing Leadership: A synthesis of polymorphous axioms, strategies and tactics. Proceedings of the 35th EMAC Conference
Editor George J. Avlonitis
Nikolaos Papavassiliou
Paulina Papastathopoulou
Place published Athens, Greece
Publisher Athens University of Economics and Business
Publication date 2006
Volume number 35
ISBN 9789608919907; 9608919908
Start page 1
End page 11
Total pages 11
Collection year 2006
Language eng
Formatted Abstract/Summary Despite the best intentions of service providers and organisations, service delivery is rarely error-free. While numerous studies have investigated specific cognitive, emotional or behavioural responses to service failure and recovery, these studies do not fully capture the complexity of the services encounter. Consequently, this research develops a more holistic understanding of how specific service recovery strategies affect the responses of customers by combining two existing models—Smith & Bolton’s (2002) model of emotional responses to service performance and Fullerton and Punj’s (1993) structural model of aberrant consumer behaviour—into a conceptual framework. Specific service recovery strategies are proposed to influence consumer cognition, emotion and behaviour. This research was conducted using a 2x2 between-subjects quasi-experimental design that was administered via written survey. The experimental design manipulated two levels of two specific service recovery strategies: compensation and apology. The effect of the four recovery strategies were investigated by collecting data from 18-25 year olds and were analysed using multivariate analysis of covariance and multiple regression analysis. The results suggest that different service recovery strategies are associated with varying scores of satisfaction, perceived distributive justice, positive emotions, negative emotions and negative functional behaviour, but not dysfunctional behaviour. These finding have significant implications for the theory and practice of managing service recovery.
Subjects E1
350204 Marketing and Market Research
720401 Marketing
Q-Index Code E1
Q-Index Status Provisional Code
Institutional Status UQ

 
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Created: Thu, 23 Aug 2007, 22:35:18 EST