Impact of service failure severity and agreeableness on consumer switchover intention: Mediating role of consumer forgiveness

Abstract

Purpose

The purpose of this paper is to examine the asymmetric impact of service failure severity and agreeableness on consumer switchover intention with the mediating role of consumer forgiveness in the aftermath of service failure.

Design/methodology/approach

In total, 364 university students were given a hypothetical service failure situation and their response was collected through a standardized questionnaire. Multiple regression and Preacher and Hayes (2004) mediation analysis tests were conducted to analyze data.

Findings

The findings reveal that service failure severity has a direct positive impact on switchover intention and it also has an indirect impact on switchover intention through consumer forgiveness which it tends to weaken. On the other side, agreeableness has a direct negative impact on switchover intention, and it inhibits switchover intention indirectly too by stimulating forgiveness.

Research limitations/implications

A cross-sectional study involving convenience sampling has been conducted through self-report measures. Generalization of the research findings shall therefore be done with caution.

Practical implications

Severity of failure hampers forgiveness and therefore service managers should check factors that may challenge the tolerance level of consumers. While gauging satisfaction in post failure scenario, it is equally important to gauge consumer forgiveness.

Originality/value

This study is among the initial endeavors to explore forgiveness in service failures context. Also it is the first validation of a direct positive relationship between agreeableness and forgiveness in a South Asian country.

Citation

Riaz, Z. and Khan, M.I. (2016), "Impact of service failure severity and agreeableness on consumer switchover intention: Mediating role of consumer forgiveness", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 3, pp. 420-434. https://doi.org/10.1108/APJML-07-2015-0106