Abstract
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 language | English (US) |
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Pages (from-to) | 525-532 |
Number of pages | 8 |
Journal | Journal of Business Research |
Volume | 66 |
Issue number | 4 |
DOIs | |
State | Published - Apr 2013 |
Keywords
- Complaining
- Patronage
- Relationships
- Service failure
- Word-of-mouth
ASJC Scopus subject areas
- Marketing