Presentation
Understanding consumer resentment before it’s too late: Empirical testing of a service failure response model
Association for Education in Journalism and Mass Communication Annual Conference
(2015)
Abstract
This paper investigated consumer response mechanism in a service failure context. A Service Failure Response Model was introduced that incorporated emotive and cognitive antecedents, a mediation process and four behavioral outcomes. Data were collected via an online survey (N=371) and further analyzed using the structural equation modeling approach. Results confirmed the Service Failure Response Model: anger, dissatisfaction and perceived betrayal were emotive/cognitive antecedents that lead to consumers’ exit, voice, and revenge responses. This process was mediated by desire for avoidance and desire for revenge.
Disciplines
Publication Date
August, 2015
Location
San Francisco, CA
Citation Information
Zongchao Li and Don W. Stacks. "Understanding consumer resentment before it’s too late: Empirical testing of a service failure response model" Association for Education in Journalism and Mass Communication Annual Conference (2015) Available at: http://works.bepress.com/zongchao-li/22/