Linking service failure types to cognitive appraisal

Surachartkumtonkun, Jiraporn, Patterson, Paul G. and McColl-Kennedy, Janet R. (2010). Linking service failure types to cognitive appraisal. In: Michael K. Brady and Michael D. Hartline, Marketing Theory and Applications. 2010 AMA Winter Educators' Conference, New Orleans, LA, United States, (200-201). 19-22 February 2010.

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Author Surachartkumtonkun, Jiraporn
Patterson, Paul G.
McColl-Kennedy, Janet R.
Title of paper Linking service failure types to cognitive appraisal
Conference name 2010 AMA Winter Educators' Conference
Conference location New Orleans, LA, United States
Conference dates 19-22 February 2010
Proceedings title Marketing Theory and Applications
Place of Publication Chicago, IL, United States
Publisher American Marketing Association
Publication Year 2010
Sub-type Other
Open Access Status
ISBN 0877573409
ISSN 1054-0806
Editor Michael K. Brady
Michael D. Hartline
Volume 21
Start page 200
End page 201
Total pages 2
Language eng
Abstract/Summary While zero defects is a noble goal, services are often manufactured and delivered in real time, leaving no time for quality inspection prior to delivery to the customer. Hence service failure is inevitable from time to time. Based on equity and social exchange theories, a service failure situation represents a disproportionate exchange of resources, where customers experience a loss of resources such as money, time, self-esteem, etc. On the other hand, service recovery is viewed as the company’s attempt to provide a gain to customers in order to make up for the loss experienced in the service failure. To develop an effective service recovery strategy that returns a customer to a state of satisfaction, the company or service personnel must provide customers with a resource that is equal to or exceeds what they have lost in the service failure. For example, a customer who had their selfesteem damaged in a service failure would prefer to receive an explanation and a genuine apology from the organization.
Q-Index Code EX
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Conference Paper
Collection: UQ Business School Publications
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Created: Thu, 17 Mar 2011, 10:27:10 EST by Karen Morgan on behalf of UQ Business School