Document Type

Journal Article

Department/Unit

Department of Marketing

Title

Prior relationships and consumer responses to service failures: A cross-cultural study

Language

English

Abstract

The authors examine the mitigating effect of an established trusting relationship between service providers and consumers on the consequences of service failures as a function of interdependent-independent self-construal. Two studies reveal that the effect of prior relationship, defined as the length of past patronage of a service provider, on consumer behavioral responses to service failure tends to be more pronounced among consumers with interdependent (vs. independent) self-construal. This variation in the mitigating effect of prior relationship can be attributed to the differential impact of trust in the service provider on the two groups of consumers. The authors conclude with a discussion of managerial implications. © 2011, American Marketing Association.

Keywords

Independent-interdependent self-construal, Relationship marketing, Service failures, Services marketing, Trust

Publication Date

2011

Source Publication Title

Journal of International Marketing

Volume

19

Issue

1

Start Page

59

End Page

81

Publisher

American Marketing Association

DOI

10.1509/jimk.19.1.59

Link to Publisher's Edition

http://dx.doi.org/10.1509/jimk.19.1.59

ISSN (print)

1069031X

ISSN (electronic)

15477215

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