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Is consumer forgiveness possible? Examining rumination and distraction in hotel service failures

JungYun (Christine) Hur (Department of Recreation, Parks and Tourism Administration, California State University, Sacramento, California, USA)
SooCheong (Shawn) Jang (School of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 12 February 2019

Issue publication date: 30 April 2019

1277

Abstract

Purpose

This study aims to investigate how consumer forgiveness is formed by examining rumination and distraction by consumers in hotel service failures.

Design/methodology/approach

Data were collected using a self-administered questionnaire in the USA. A total of 371 usable responses were obtained. Anderson and Gerbing’s two-step approach was used to assess the measurement and structural models.

Findings

This study suggests that rumination and distraction play significant roles in processing consumer forgiveness. Self-focused rumination and distraction increase consumer forgiveness, whereas provocation-focused rumination exacerbates the negative effects of service failure severity on consumer forgiveness. This study also shows that gender differences exist. Men were more likely than women to link self-focused rumination and distraction to their intentions to forgive a service provider.

Practical implications

This study is helpful for hotel managers to understand the mechanisms of consumer forgiveness in service failures and develop effective recovery strategies. Managers should aim to lessen consumers’ provocation-focused rumination while encouraging self-focused rumination and distraction. In addition, because of the differences in the process of consumer forgiveness between men and women, it is critical to differentiate the two groups in designing targeted recovery strategies for service failures.

Originality/value

This study investigates consumer forgiveness as a behavioral outcome following service failures that may help consumers achieve psychological balance and allow service providers a chance to restore the broken relationship. This study adds new information for understanding consumer responses and provides a basis for effective service management strategies.

Keywords

Citation

Hur, J.(C). and Jang, S.(S). (2019), "Is consumer forgiveness possible? Examining rumination and distraction in hotel service failures", International Journal of Contemporary Hospitality Management, Vol. 31 No. 4, pp. 1567-1587. https://doi.org/10.1108/IJCHM-07-2017-0395

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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