They may play up but it's your fault: The attributions toward other customers
Tombs, Alastair G. and McColl-Kennedy, Janet R. (2010). They may play up but it's your fault: The attributions toward other customers. In: ANZMAC 2010 Book of Abstracts. Australian and New Zealand Marketing Academy Conference [ANZMAC], Christchurch, N.Z., (1-1). 29 November-1 December 2010.
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Australian and New Zealand Marketing Academy (ANZMAC)
Imagine you are in a restaurant and someone at another table becomes disruptive. This paper examines the customers’ reactions and responses to situations such as this. It is widely acknowledged that the behaviour of other customers may cause service failures (Bougie, Pieters, and Zeelenberg, 2003; McColl-Kennedy and Sparks, 2003) or enhance the service experience (Arnould and Price, 1993). Yet, it is surprising that little has been done to discover if this influence is a direct result of the individual customer’s affective reaction to the environment or whether it is a reaction that follows some form of cognition relating to the causal attributions. This paper therefore, seeks to fill this important gap by using Attribution Theory to investigate and explain the social influence of customers on other customers within the servicescape.