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Open Access
Article
Publication date: 20 September 2022

Rana Muhammad Umar and Salman Saleem

Employees' emotional competence (EEC) is gaining increasing attention in service failure and recovery research. This study investigates the mediating role of consumer forgiveness…

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Abstract

Purpose

Employees' emotional competence (EEC) is gaining increasing attention in service failure and recovery research. This study investigates the mediating role of consumer forgiveness between perceived EEC and recovery satisfaction among casual dining consumers. Additionally, this study examines the effect of perceived EEC on recovery satisfaction across process failure vs outcome failure.

Design/methodology/approach

A critical incident technique (CIT) in conjunction with a self-administered online survey was carried out. Using the snowball sampling technique, a total of 204 useable responses were collected. To test the hypotheses, this study used partial least squares structural equation modeling (PLS-SEM).

Findings

The study finds that perceived EEC influences service recovery satisfaction. Additionally, the study identifies the mediating role of consumer forgiveness in the relationship between perceived EEC and recovery satisfaction. Multi-group moderation analysis shows that the relationship between perceived EEC and recovery satisfaction is weaker in process failures as compared to outcome failures.

Practical implications

Based on obtained results, this study recommends that after service failure consumer forgiveness and subsequent recovery satisfaction can be obtained with perceived EEC. To do so, managers need to incorporate emotional competence while recruiting and training the employees. Moreover, managers need to train employees on failure types and respective recovery strategies. Lastly, the study suggests that in emerging markets managers should pay greater emphasis on process failure, because such failure decreases customer satisfaction greatly than outcome failure.

Originality/value

To the authors' knowledge, this is the first study that investigates the impact of perceived EEC on consumer forgiveness which subsequently determines the recovery satisfaction in the emerging markets. It extends the application of the emotional contagion and affect infusion theories by exposing the effect of perceived EEC on recovery satisfaction through consumer forgiveness. In addition, the study provides insights that the influence of perceived ECC on recovery satisfaction significantly varies across service failure types.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 4 May 2022

Andreas Edström, Beatrice Nylander, Jonas Molin, Zahra Ahmadi and Patrik Sörqvist

The service recovery paradox (SRP) is the phenomenon that happens when customer satisfaction level post-service failure and recovery surpasses the customer satisfaction level…

3793

Abstract

Purpose

The service recovery paradox (SRP) is the phenomenon that happens when customer satisfaction level post-service failure and recovery surpasses the customer satisfaction level achieved at error-free service. The aim of this study was to identify how large the size of compensation has to be at recovery for customer satisfaction to surpass that of error-free service (i.e. to identify a threshold value for SRP). The purpose of this is to inform managers how to restore customer satisfaction yet avoid overcompensation.

Design/methodology/approach

The paper covers two studies. Study 1 used the novel approach of asking participants who had experienced a service failure in the hotel industry what amount of money (recovery) would make them more satisfied than in the case of error-free service. Study 2 then tested the compensation levels expressed by Study 1 participants to be sufficient for the service recovery paradox to occur.

Findings

Study 1 indicated that the threshold for the SRP was (on average) around 1,204 SEK, or just over 80% of the original room reservation price of 1,500 SEK (approx. $180). Study 2 found that (on average) the customer satisfaction of participants who received 1,204 SEK in compensation for service failure marked the point where it surpassed that of error-free service. Participants who received 633 SEK were less satisfied; participants who received 1,774 SEK were more satisfied.

Research limitations/implications

The findings are context-specific. Future research should test the findings' generalizability.

Practical implications

The approach used in this paper could provide managers with a tool to guide their service recovery efforts. The findings could help hotel managers to make strategic decisions to restore customer satisfaction yet avoid overcompensation, given a legitimate service failure in which the organization is at fault.

Originality/value

Numerous previous studies have investigated the occurrence or absence of the SRP at predetermined compensation levels. This paper used a novel approach to find a quantitative threshold at which the magnitude of the recovery effort makes customer satisfaction surpass that of error-free service.

Details

Journal of Service Theory and Practice, vol. 32 no. 7
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 7 December 2021

Zonaib Tahir

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery

3084

Abstract

Purpose

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic.

Methodology

This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design.

Findings

The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon.

Practical implications

For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund.

Originality

Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.

Propósito

Esta investigación tiene como objetivo comparar la importancia relativa de la compensación tangible en los medios de servicio offline y online, y evaluar la compensación tangible como táctica de recuperación de la confianza.

Metodología

Este estudio se basa en un diseño experimental basado en 3 (nivel de compensación: 20%, 50%, 100%) x 2 (tipo de compensación: reembolso, cupón) x 2 (medio de servicio: offline, online).

Conclusiones

Los clientes offline y online muestran una satisfacción diferente para los valores respectivos de los tipos de compensación inmediata y diferida. Además, los clientes offline muestran más confianza en la empresa cuando reciben un reembolso, mientras que sus homólogos online demuestran una mayor confianza cuando se les proporciona un cupón.

Implicaciones prácticas

Para un fallo del servicio como el presentado en el escenario del estudio experimental, un cupón de menor (mayor) valor generará más (menos) satisfacción en comparación con proporcionar el mismo valor como reembolso. Las empresas saldrán ganando si ofrecen una compensación parcial en forma de cupón, en lugar de un reembolso.

Originalidad

A diferencia de la mayoría de los estudios sobre la recuperación de servicios, esta investigación tiene en cuenta las diferencias percibidas de varias compensaciones tangibles para ofrecer una comparación de las preferencias de recuperación de los clientes offline y online. Además, los estudios anteriores no se han centrado en el restablecimiento de la confianza y han evaluado las causas y los efectos de la confianza basándose en la confianza en un momento determinado, es decir, la confianza después de la recuperación. En cambio, este estudio ha incluido la confianza restaurada como una variable en el modelo conceptual.

目的

本研究旨在比较有形补偿在离线和在线服务媒介中的相对重要性, 并评估有形补偿作为一种信任恢复策略。

方法

本研究基于3(补偿水平:20%, 50%, 100%)×2(补偿类型:退款, 优惠券)×2(服务媒介:线下, 线上)的情景实验设计。

研究结果

线下和线上的顾客对即时和延迟补偿类型的各自数值表现出不同的满意度。此外, 离线顾客在收到退款时表现出对公司的更多信任, 而他们的在线顾客在得到优惠券时表现出更多的信任。

实际意义

对于像实验研究中提出的那种服务失败, 与提供相同价值的退款相比, 价值较低(较高)的优惠券会产生更多(更少)的满意度。企业通过以优惠券的形式提供部分补偿, 而不是退款, 会有更好的效果。

原创性

与大多数关于服务恢复的研究不同, 这项研究考虑到了各种有形补偿的感知差异, 以提供离线和在线顾客恢复偏好的比较。此外, 以前的研究没有关注信任的恢复, 而是基于一个时间点的信任, 即恢复后的信任来评估信任的原因和影响。而本研究将恢复的信任作为概念模型中的一个变 量。

Open Access
Article
Publication date: 7 December 2021

María Sicilia, M. Carmen Caro-Jiménez and Estela Fernández-Sabiote

While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience…

2138

Abstract

Purpose

While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience is more limited. Drawing on affect transfer theory, the authors test for the mediating role of attitude towards the employee, which is proposed to mediate the effect of employees’ displayed emotion on customers’ satisfaction with recovery. As service recovery entails a critical service experience in which emotions can easily rise, this paper aims to highlight the pivotal role of employee-displayed emotions during service recovery.

Methodology

A scenario-based experiment in the context of an airline service failure recovery (3 × 2 between-subjects design) manipulates frontline employees’ emotions (anger vs happiness vs no specific emotion) and the quality of the solution (bad vs good).

Findings

Employees’ displayed emotions directly affect attitude towards the employee and indirectly affect service recovery satisfaction. Moreover, attitude towards the employee is affected more by the employee’s displayed emotion when the solution offered is bad compared to good.

Practical implications

Employees’ emotions displayed during service recovery can enhance or damage service recovery strategies. Employees should control for negative emotions in the case of service failure, especially when unable to provide a good solution.

Originality

Emotions displayed by employees can influence the customer’s service recovery evaluations. There is an interesting interaction between the quality of the solution and employees’ displayed emotions. Additionally, the mantra of “service with a smile” may not be valid in the case of service recovery: rather, employees should avoid displaying negative emotions.

Propósito

A pesar de que la literatura ha demostrado la importancia que tienen las emociones en los consumidores, se sabe poco acerca de cómo influyen las emociones de los empleados. Basándonos en la teoría de la transferencia de afecto, testamos el papel mediador de la actitud hacia el empleado. Ésta se propone como mediadora del efecto que tiene la emoción mostrada por el empleado en la satisfacción del cliente. Este trabajo resalta el papel fundamental de las emociones mostradas por el empleado durante la recuperación del servicio.

Metodología

Experimento (3x2 entre sujetos) basado en el fallo de una aerolínea. Se manipulan las emociones del empleado (enfado vs alegría vs ninguna emoción específica) y la calidad de la solución (mala vs buena).

Resultados

Las emociones mostradas por los empleados afectan directamente a la actitud hacia el empleado e indirectamente a la satisfacción con la recuperación del servicio. La actitud se ve más afectada por la emoción mostrada por el empleado cuando la solución ofrecida es mala.

Implicaciones prácticas

Las emociones mostradas por los empleados pueden contribuir o dañar las estrategias de recuperación del servicio. Los empleados deben controlar las emociones negativas, especialmente cuando no pueden ofrecer una buena solución.

Originalidad

Las emociones mostradas por los empleados influyen en la recuperación del servicio. Existe interacción entre la calidad de la solución y la emoción del empleado. Además, la consigna de “atender al cliente con una sonrisa” puede no ser válida en este contexto, siendo más relevante que los empleados no muestren emociones negativas.

目的

虽然研究证明了顾客的情绪如何影响他们的消费体验, 但对员工所表现出的情绪如何影响顾客服务体验的理解却比较有限。借鉴情感转移理论, 我们测试了对员工态度的中介作用, 提出了员工表现出的情绪对客户对服务补救满意度影响的中介作用。由于服务补救涉及情绪容易上升的关键服务体验, 本文强调了员工表现出的情绪在服务补救过程中的关键作用。

方法

在航空公司服务故障补救的背景下, 一个基于场景的实验(3x2主体间设计)操纵了一线员工的情绪(愤怒vs快乐vs无特定情绪)和解决方案的质量(差vs好)。

研究结果

员工表现出来的情绪直接影响顾客对员工的态度, 间接影响对服务补救的满意度。此外, 当所提供的解决方案质量是差的, 而不是好的, 顾客对员工的态度受员工所表现的情绪的影响更大。

实际意义

员工在服务补救过程中表现出来的情绪可以增强或破坏服务补救策略。在服务失败的情况下, 员工应该控制消极的情绪, 特别是在无法提供一个好的解决方案时。

原创性

员工表现出来的情绪会影响顾客的服务补救的评价。解决方案的质量和员工表现的情绪之间存在着有趣的互动。此外, “微笑服务 “的口号在服务补救的情况下可能是无效的:相反, 员工应该避免表现出负面情绪。

Open Access
Article
Publication date: 27 November 2023

Anupama Sukhu and Anil Bilgihan

The purpose of this research is to investigate the effects of service recovery experiences on customer engagement in negative word-of-mouth (WOM) in the hotel industry and explore…

Abstract

Purpose

The purpose of this research is to investigate the effects of service recovery experiences on customer engagement in negative word-of-mouth (WOM) in the hotel industry and explore the psychological motives and mediating mechanisms driving consumer behavior.

Design/methodology/approach

A scenario-based experimental design on Qualtrics was used, with a pre-test (N = 200). The main study data were collected using Amazon's Mechanical Turk platform.

Findings

Findings reveal that negative service experiences lead to higher engagement in negative WOM compared to positive and satisfactory recovery service experiences. Even well-executed recovery efforts may not completely eliminate negative WOM. The mediating role of emotional responses is substantiated, as heightened negative service experiences result in more intense negative emotional responses, leading to increased engagement in negative WOM.

Originality/value

The study emphasizes the importance of service recovery strategies and the need for businesses to consistently strive for exceptional service quality. It also highlights the complexity of customer reactions to service experiences, suggesting that further research is needed to explore the factors that minimize negative WOM across various service contexts.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Open Access
Article
Publication date: 16 August 2022

Ivan Russo, Nicolò Masorgo and David M. Gligor

Given increasing customer expectations and disturbances to product returns management, capabilities such as supply chain resilience (SCR) can complement service recovery

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Abstract

Purpose

Given increasing customer expectations and disturbances to product returns management, capabilities such as supply chain resilience (SCR) can complement service recovery strategies in retail supply chains. This study utilizes procedural justice theory (PJT) to conceptualize service recovery resilience as a capability that allows firms to meet customer requirements when dealing with disruptions, and empirically investigates its impact on procedural and interactional justice and customer outcomes (i.e. satisfaction and loyalty) in the context of product replacement.

Design/methodology/approach

This research employs two scenario-based experiments using a sample of 368 customers to explore the outcomes associated with service recovery resilience.

Findings

The investigation shows more satisfied and loyal customers when a retail supply chain can overcome service recovery challenges through SCR. The study shows that customers evaluate not only the process itself, but also their interactions with the retailer. Specifically, procedural justice and interactional justice have a significant influence on these relationships.

Originality/value

This study proposes service recovery resilience as a concept that bridges service recovery theory with supply chain strategy in the unique context of product replacement. Further, this study also notes how information enhances customer satisfaction with the retailer's effort to address disturbances in the recovery process. Finally, this study informs managers on the capabilities needed to face new customers' needs.

Details

International Journal of Physical Distribution & Logistics Management, vol. 52 no. 8
Type: Research Article
ISSN: 0960-0035

Keywords

Open Access
Article
Publication date: 1 April 2022

Adil Zahoor and Danish Khan

This study aims to investigate whether frontline retail banking employees’ proactive personality helps in ameliorating customer engagement. This study further aims to investigate…

2006

Abstract

Purpose

This study aims to investigate whether frontline retail banking employees’ proactive personality helps in ameliorating customer engagement. This study further aims to investigate the mediational role of work engagement and service recovery performance in the employee proactivity – customer engagement relationship.

Design/methodology/approach

This study used a triadic approach for the collection of primary data. Each triad consisted of a customer, a frontline employee and an immediate colleague of the frontline employee. Structured questionnaires were used to solicit data from the respondents. Specifically, customers were asked to report their level of engagement with the bank and the recovery performance of the employee who redressed their grievances. Frontline employees responded to their level of work engagement while their colleagues reported about the proactive disposition of frontline employees at the workplace.

Findings

Empirical findings revealed under service scenario, Indian retail banking employees’ proactive disposition nurtures customer engagement. It was further observed that this relationship is sequentially mediated by work engagement and service recovery performance.

Originality/value

The role of frontline employees in enriching customer engagement has to date remained under-researched among marketing scholars. To the best of the authors’ knowledge, this study is the maiden attempt to relate frontline employee proactivity with customer engagement. Also, this study is one of the early research to investigate customer engagement under a service recovery context, thereby, opening pathways for further exploration.

Details

IIM Ranchi journal of management studies, vol. 1 no. 2
Type: Research Article
ISSN: 2754-0138

Keywords

Open Access
Article
Publication date: 22 March 2024

Óscar Aguilar-Rojas, Carmina Fandos-Herrera and Alfredo Pérez-Rueda

This study aims to analyse how consumers' perceptions of justice in a service recovery scenario vary, not only due to the company's actions but also due to the comparisons they…

Abstract

Purpose

This study aims to analyse how consumers' perceptions of justice in a service recovery scenario vary, not only due to the company's actions but also due to the comparisons they make with the experiences of other consumers.

Design/methodology/approach

Based on justice theory, social comparison theory and referent cognitions theory, this study describes an eight-scenario experiment with better or worse interactional, procedural and distributive justice (better/worse interactional justice given to other consumers) × 2 (better/worse procedural justice given to other consumers) × 2 (better/worse distributive justice given to other consumers).

Findings

First, consumers' perceptions of interactional, procedural and distributive justice vary based on the comparisons they draw with other consumers' experiences. Second, the results confirmed that interactional justice has a moderating effect on procedural justice, whereas procedural justice does not significantly moderate distributive justice.

Originality/value

First, based on justice theory, social comparison theory and referent cognitions theory, we focus on the influence of the treatment received by other consumers on the consumer's perceived justice in the same service recovery situation. Second, it is proposed that the three justice dimensions follow a defined sequence through the service recovery phases. Third, to the best of the authors' knowledge, this study is the first to propose a multistage model in which some justice dimensions influence other justice dimensions.

研究目的

: 本研究擬探討在服務補救的處境裡, 消費者對公平的看法不但會受公司的行動所影響, 同時也會因他們與其他消費者的經驗作比較而有所改變。

研究設計/方法/理念

: 本研究根據正義理論、社會比較理論和參照認知理論, 描述一個涵蓋八個處境的實驗, 實驗包含更好的或更差的互動的、程序上的和分配性的公平 (給予其他消費者更好的/更差的互動公平) × 2(給予其他消費者更好的/更差的程序上的公平) × 2 (給予其他消費者更好的/更差的分配性的公平)。

研究結果

: 研究結果顯示, 消費者對互動的、程序上的和分配性公平的看法, 是會根據他們與其他消費者的體驗所作的比較而有所改變; 研究結果亦確認了互動的公平對程序上的公平會有調節作用, 而程序上的公平對分配性的公平則沒有顯著的調節作用。

研究的原創性

: 首先, 我們根據正義理論、社會比較理論和參照認知理論, 把研究焦點放在於相同的服務補救情景中, 其他消費者受到的待遇, 如何影響消費者自身的認知公平; 另外, 我們建議, 這三個公平維度, 在各個服務補救階段裡, 均會跟隨一個清晰的次序。最後, 就研究人員所知, 本研究為首個提出一個公平維度互為影響的多階段模型的研究。

Open Access
Article
Publication date: 30 May 2018

Antoni Serra-Cantallops, José Ramon-Cardona and Fabiana Salvi

The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables…

18245

Abstract

Purpose

The purpose of this paper is to examine the role that positive emotional experiences play in the generation of electronic word-of-mouth (eWOM) and the influence both variables have, together with customer satisfaction and brand reputation, on customer loyalty in the context of hospitality services.

Design/methodology/approach

An online survey has been conducted including customers of an important hotel chain in the holiday up-market segment. The study sample is composed of 878 customers from Germany and the UK. The model has been tested using partial least squares technique.

Findings

Results indicate that positive emotional experiences have a positive effect on satisfaction, eWOM generation and company reputation. This study identifies the provision of emotional experiences as a powerful generator of positive eWOM in the hospitality context and it states that customer satisfaction, in itself, does not guarantee positive eWOM generation.

Practical implications

Designing unique, tailor-made, memorable experiences can become a key element to increase loyalty and, particularly, to foster the generation of recommendations, that is positive eWOM, in the hotel industry.

Originality/value

The study makes a contribution on the antecedents of customer satisfaction, eWOM engagement and loyalty in the specific context of hotel services.

Objetivos

Este trabajo analiza el papel que juegan las experiencias emocionales positivas en la generación de eWOM y la influencia que ambas variables, junto con la satisfacción del cliente y la reputación de la marca, ejercen en la lealtad del cliente en el contexto de los servicios hoteleros.

Metodología

Se ha realizado una encuesta online a los clientes de una importante cadena hotelera de categoría media-alta del segmento vacacional. La muestra estaba compuesta por 878 clientes de Alemania y Reino Unido. El modelo ha sido analizado mediante Mínimos Cuadrados Parciales (PLS).

Resultados

Los resultados indican que las experiencias emocionales positivas tienen un impacto positivo sobre la satisfacción, la generación de eWOM y la reputación de la empresa. El estudio demuestra que la provisión de experiencias emocionales positivas constituye un poderoso factor generador de eWOM positivo en el contexto de los servicios hoteleros, mientras que la satisfacción del consumidor no garantiza, por sí misma, la generación de eWOM positivo.

Implicaciones prácticas

El diseño de experiencias únicas y memorables puede convertirse en un elemento clave para aumentar la lealtad y, en particular, fomentar la generación de recomendaciones positivas (eWOM) por parte de los clientes en el contexto de los servicios hoteleros.

Originalidad/valor

Este trabajo realiza una contribución al estudio de los precursores de la satisfacción del cliente, la generación de eWOM y la lealtad en el contexto específico de los servicios hoteleros.

Palabras clave

Experiencias emocionales, eWOM, lealtad, satisfacción, reputación, hoteles

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 2
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 27 February 2023

Clemens Hutzinger and Wolfgang J. Weitzl

The purpose of this research is the exploration of online complainants' revenge based on their consumer-brand relationship strength and received webcare. The authors introduce…

1323

Abstract

Purpose

The purpose of this research is the exploration of online complainants' revenge based on their consumer-brand relationship strength and received webcare. The authors introduce inter-failures (i.e. the perceived number of earlier independent service failures that a customer has experienced with the same brand involved in the current service failure) as the central frame condition.

Design/methodology/approach

To test our hypotheses, both a scenario-based online experiment (n = 316) and an online survey (n = 492) were conducted.

Findings

With an increasing number of inter-failures, online complainants with a high-relationship strength move from the “love is blind” effect (no inter-failures) to the “love becomes hate” effect (multiple inter-failures), when they ultimately become more revengeful than their low-relationship strength counterparts. In addition, the authors show that in the case of no or few inter-failures, accommodative webcare has a lasting positive effect over no/defensive webcare for both low- and high-relationship complainants. More importantly, however, when consumers have experienced multiple inter-failures, accommodative webcare becomes ineffective (for low-relationship complainants) or boomerangs by cultivating revenge towards the brand (among high-relationship complainants), but not strategic avoidance.

Research limitations/implications

The findings have pronounced implications for the literature on customer–brand relationships following service failures and the literature, which predominantly emphasizes the unconditionally positive effects of accommodative webcare.

Originality/value

This study is the first that simultaneously considers the prior customer–brand relationship, inter-failures and webcare to explain online complainants' revenge.

Details

Internet Research, vol. 33 no. 7
Type: Research Article
ISSN: 1066-2243

Keywords

1 – 10 of 755