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This study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction.

An online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS.

The results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust.

The findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations.

This research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.

This paper aims to better understand the effect of store atmospherics on the employees' cognitive, affective and physiological responses. It tries to build on store atmospherics literature to gain more insights on how these store atmospherics – often handled to produce positive outcomes among consumers – affect employees' attitudinal and behavioural reactions.

This study adopted an explanatory approach. In‐depth interviews were conducted with 13 employees working in internationally reputed clothing stores. A content analysis was carried out.

The study reveals that employees could adopt avoidance behaviours because of the environmental factors. Specifically, it suggests that the lack of variation in the musical program, incongruence of music genre – salespersons musical preferences, long exposure to the same rhythms, task complexity, crowding, might affect the employees' attitudinal and behavioural responses. In addition, the relationships between the sales force team are found to influence employees' reactions.

Because of the complexity of the subject matter and the research approach adopted, the study findings may lack generalisability. Further studies are required to test the suggested framework in different service settings.

The study finding stresses the need that in an attempt to produce positive reactions from consumer, clothing stores managers should also devote attention to employees' responses to store atmospherics as they might inhibit the quality of the service delivery process.

This paper fulfils a recognized call to thoroughly understand the impact of store atmospherics on employees' reactions in services marketing. The study enlarges the scope of store atmospherics research in marketing to encompass not only the consumer's reactions but also the employee's ones.