http://dx.doi.org/10.1016/j.ijhm.2010.07.004">
 

Document Type

Journal Article

Department/Unit

Department of Marketing

Title

When will customers care about service failures that happened to strangers? the role of personal similarity and regulatory focus and its implication on service evaluation

Language

English

Abstract

This paper examines an interesting research question: how does a service failure that happen to a stranger customer influence an observing customer's service evaluation? Drawing on the defensive attribution theory and regulatory focus theory, we argue that an observing customer will attribute more (vs. less) blame to the company if the customer involved in the undesirable incident is personally similar (vs. not similar) to him/her. These attributions, in turn, will influence the observing customers to form a negative evaluation on service quality of the company. More importantly, a prevention-focused tendency will intensify the negative impact of personal similarity on service evaluation. Results from two experiments confirmed the hypotheses. © 2010 Elsevier Ltd.

Keywords

Attribution, Personal similarity, Regulatory focus, Service failures

Publication Date

2011

Source Publication Title

International Journal of Hospitality Management

Volume

30

Issue

1

Start Page

213

End Page

220

Publisher

Elsevier

ISSN (print)

02784319

ISSN (electronic)

18734693

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