The Impact of Service Failure and Recovery on Target and Observing Customers: A Comparative Study

被引：18

作者：

Sharifi, Seyed Shahin ^{[1
]}

Palmeira, Mauricio ^{[2
]}

Ma, Junzhao ^{[1
]}

Spassova, Gerri ^{[1
]}

机构：

[1] Monash Business Sch, Dept Mkt, 26 Sir John Monash Dr, Caulfield, Vic 3145, Australia

[2] Sungkyunkwan Grad Sch Business, Seoul, South Korea

来源：

JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT | 2017年 / 26卷 / 08期

关键词：

Observers; service failure; service recovery; targets; CONSUMER RESPONSES; PERCEIVED JUSTICE; APOLOGY; PERCEPTIONS; EXPERIENCES; EMOTIONS; OTHERS; DISSATISFACTION; COMPENSATION; SATISFACTION;

D O I：

10.1080/19368623.2017.1337538

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research investigates how target and observing customers react to service failure and recovery. Previous research has focused on the effect of service recovery on target customers. It has been assumed that the reactions of those customers observing the recovery efforts would mirror those of target customers, or perhaps be even more favorable, given that they are not directly affected by the service failure. This research challenges this pre-conception. Through three experiments, this paper shows that often greater recovery efforts are required to improve the evaluation of observing customers than that of target customers. This research explores the reasons behind this counterintuitive finding and concludes with a discussion of its theoretical and managerial implications.

引用

页码：889 / 910

页数：22

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