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A relationship dissolution model is developed that depicts some of the key antecedents of relationship commitment as revealed in the context of the dissolution of a buyer‐seller relationship. Despite the importance of the dissolution of marketing relationships, there has been little research on this topic. The level of commitment determines intentions to remain in the relationship. However, it is difficult to measure true commitment in a relationship until that relationship ends. In addition to adding to our knowledge about the dissolution of marketing relationships, this paper will also provide a new conceptual representation of the relationship commitment construct.

To determine the impact of service recovery on consumer evaluations of service delivery.

An experiment investigated consumer responses to three dimensions of perceived fairness of recovery efforts: redress, responsiveness, and empathy/courtesy.

Results revealed that higher levels of redress independently increase positive consumer responses. It was further found that the interaction of employee responsiveness and courtesy can also have a dramatic impact on consumer evaluations. Satisfaction was highest and negative word‐of‐mouth (WOM) intentions were lowest only under conditions of high responsiveness and courtesy. Additionally, an interaction between courtesy and tangible rewards significantly decreased the level of negative WOM.

The research offers empirical support for the “service recovery paradox” suggesting effective post‐recovery efforts may not only counteract bad service experiences, but may increase satisfaction beyond levels held before the service failure.

Key elements for the proper structuring of a service recovery process are identified for management.

This paper aims to examine the relationships between consumer advocacy and consumer complaining behaviors such as voicing and negative word‐of‐mouth in the context of dissatisfactory service experiences.

Using an experimental design embedded in a survey methodology, the authors examine the relationship between consumer advocacy and the likelihood for complaining about dissatisfactory service experiences among adult US consumers. Additionally, the authors examine the differences between likelihood for voicing and negative word‐of‐mouth (NWOM) in the context of dissatisfactory service experiences at varying levels of service encounter failure.

The authors find that consumer advocacy is positively related to consumer complaining (i.e. voicing and NWOM), and that likelihood of NWOM is consistently greater than likelihood of voicing.

This study uses a convenience sample of US adult consumers, which could compromise generalizability of the results to broader consumer populations.

Based on these results, the authors suggest that companies and consumer protection agencies appeal to consumers' advocacy tendencies to facilitate voicing so problems can be quickly identified and resolved, and the negative word‐of‐mouth can be minimized.

This study is the first attempt known to authors to link consumer advocacy to complaining behaviors in the marketplace.