Misery loves company: evaluation of negative e-WOM effects at the post-service recovery stage

阶段(地层学) 服务(商务) 业务 服务补救 心理学 运营管理 营销 工商管理 服务质量 经济 地质学 古生物学
作者
Aditi Sarkar Sengupta,Marla Royne Stafford,Alexa K. Fox
出处
期刊:Journal of service theory and practice [Emerald Publishing Limited]
卷期号:34 (4): 493-518 被引量:7
标识
DOI:10.1108/jstp-03-2023-0093
摘要

Purpose The authors' research examines how negative electronic word-of-mouth (e-WOM) alters focal customers' post-recovery justice perceptions and attitudes to determine their future behavior with the service provider. Specifically, this paper develops and tests a conceptual model to investigate how negative e-WOM alters focal customers' perceptual and attitudinal outcomes after the service recovery experience. It also examines the post-recovery effect of negative e-WOM on focal customers’ willingness to patronize the service after their recovery experience. Design/methodology/approach To test the hypotheses, two pretests and two experimental studies with created scenarios in the retail context were conducted. Findings The authors' findings reveal that services are judged during and well beyond failure and recovery occurrences. To maintain a loyal customer base, service managers should develop processes that address service complaints both within and beyond the service consumption stage. The authors also find that despite a favorable recovery, focal customers gravitate toward the failure experience and develop unfavorable attitudes toward the service provider, leading to likely defections. Originality/value The authors' research demonstrates the persuasive power of negative e-WOM at the post-service recovery stage, making a unique contribution to the service recovery literature. This research also contributes to the persuasive effect of negative e-WOM, demonstrating message context as a boundary condition of negative e-WOM effects. In general, the authors' work highlights the importance of understanding the psychological processes involved in eliciting the persuasive influence of negative e-WOM in the post-service recovery stage that may lead to the defection of “so-called” successfully recovered customers.
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