Do customer relationships mitigate or amplify failure responses?

Velitchka D. Kaltcheva, Robert D. Winsor, A. Parasuraman

Research output: Contribution to journalArticlepeer-review

41 Scopus citations


Service failures can have a damaging impact on company profitability. Prior research demonstrates that robust relationships with customers may mitigate the negative impact of a service failure on behavioral outcome variables, such as repatronage intentions and word-of-mouth. Yet other research finds that customer relationships may actually intensify this negative impact on word-of-mouth and complaining. In earlier research, customers' relationships with service marketers are conceptualized as a uni-dimensional construct ranging from a low level of intensity to high intensity. This research demonstrates that a two-dimensional conceptualization of customers' relationships with service marketers-the Personality-Relatedness and Reciprocity (PRR) framework (Kaltcheva and Parasuraman, 2009)-can account for the seemingly discrepant results in the literature. This article leads to the formulation of a framework-the PRR-Failure Control framework-that links customer relationship strategies to failure control solutions.

Original languageEnglish (US)
Pages (from-to)525-532
Number of pages8
JournalJournal of Business Research
Issue number4
StatePublished - Apr 2013


  • Complaining
  • Patronage
  • Relationships
  • Service failure
  • Word-of-mouth

ASJC Scopus subject areas

  • Marketing


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