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Examining the joint impact of relationship norms and service failure severity on consumer responses

Examining the joint impact of relationship norms and service failure severity on consumer responses This study investigates consumers’ attitudinal and behavioral outcomes after service failure encounters with companies with which they have previously established good relationships. It indicates that conformity with or violation of relationship norms guides consumers’ decision making, and that their subsequent attitudinal and behavioral outcomes further depend on the severity of the service failure. Through a 2 (relationship norm types: exchange vs. communal) × 2 (service failure severity: minor vs. major) between-subjects experiment, the study shows that when the prior relationship norms are exchange-based, consumers demonstrate similar attitudes toward the minor and major failures. However, when these relationship norms are communally-based, consumers respond relatively positively in the minor failure situation, but they display more negative attitudes in the major failure situation. This study contributes to public relations literature regarding the role of company-consumer relationships in service failure situations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Examining the joint impact of relationship norms and service failure severity on consumer responses

Examining the joint impact of relationship norms and service failure severity on consumer responses

Journal of Public Relations Research , Volume 32 (1-2): 16 – Mar 3, 2020

Abstract

This study investigates consumers’ attitudinal and behavioral outcomes after service failure encounters with companies with which they have previously established good relationships. It indicates that conformity with or violation of relationship norms guides consumers’ decision making, and that their subsequent attitudinal and behavioral outcomes further depend on the severity of the service failure. Through a 2 (relationship norm types: exchange vs. communal) × 2 (service failure severity: minor vs. major) between-subjects experiment, the study shows that when the prior relationship norms are exchange-based, consumers demonstrate similar attitudes toward the minor and major failures. However, when these relationship norms are communally-based, consumers respond relatively positively in the minor failure situation, but they display more negative attitudes in the major failure situation. This study contributes to public relations literature regarding the role of company-consumer relationships in service failure situations.

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References (82)

Publisher
Taylor & Francis
Copyright
© 2020 Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2020.1795867
Publisher site
See Article on Publisher Site

Abstract

This study investigates consumers’ attitudinal and behavioral outcomes after service failure encounters with companies with which they have previously established good relationships. It indicates that conformity with or violation of relationship norms guides consumers’ decision making, and that their subsequent attitudinal and behavioral outcomes further depend on the severity of the service failure. Through a 2 (relationship norm types: exchange vs. communal) × 2 (service failure severity: minor vs. major) between-subjects experiment, the study shows that when the prior relationship norms are exchange-based, consumers demonstrate similar attitudes toward the minor and major failures. However, when these relationship norms are communally-based, consumers respond relatively positively in the minor failure situation, but they display more negative attitudes in the major failure situation. This study contributes to public relations literature regarding the role of company-consumer relationships in service failure situations.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Mar 3, 2020

Keywords: Relationship norms; organizational-public relationships; service failure; failure severity

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