Opportunistic customer claiming during service recovery

Wirtz, Jochen and McColl-Kennedy, Janet R. (2010) Opportunistic customer claiming during service recovery. Journal of The Academy of Marketing Science, 38 5: 654-675. doi:10.1007/s11747-009-0177-6

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Author Wirtz, Jochen
McColl-Kennedy, Janet R.
Title Opportunistic customer claiming during service recovery
Journal name Journal of The Academy of Marketing Science   Check publisher's open access policy
ISSN 0092-0703
Publication date 2010-10
Year available 2009
Sub-type Article (original research)
DOI 10.1007/s11747-009-0177-6
Volume 38
Issue 5
Start page 654
End page 675
Total pages 22
Place of publication New York, NY, United States
Publisher Springer New York LLC
Collection year 2011
Language eng
Abstract Although a potentially significant issue to managers and academics alike, opportunistic customer behavior in the service recovery context has been largely ignored. A multi-stage research program, comprising actual customer claims (Study 1), in depth customer interviews (Study 2) and three experimental studies (Studies 3, 4, 5), explored opportunistic customer claiming behavior during service recovery and yielded robust findings across methods, contexts and samples. Potential determinants of opportunistic claiming in a service recovery context were identified by drawing on the justice, self-concept maintenance and neutralization theories. The findings support the hypothesis that when experiencing lower distributive, procedural and interactional justice, respondents were more likely to be opportunistic in their claiming. Further more, consumers were more likely to be opportunistic when dealing with large compared to small firms, and when they were in one-time transactions compared to when they had an established relationship with the firm. Finally, increased claiming in general, and opportunistic claiming in particular, did not lead to increased satisfaction with the service recovery. © 2009 Academy of Marketing Science.
Keyword Opportunistic customer behavior
Service recovery
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online 31 October 2009

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Citation counts: TR Web of Science Citation Count  Cited 27 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 32 times in Scopus Article | Citations
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Created: Thu, 05 Nov 2009, 14:45:20 EST by Karen Morgan on behalf of UQ Business School