Department of Marketing
Group service recovery strategies effectiveness: The moderating effects of group size and relational distance
The extant service recovery literature focuses on consumers' responses to individual failures. However, group service failures are in fact common, but they have received insufficient research attention. This study contributes to theory and practice by applying social impact theory to explain the social nature of group failures. Findings from two studies show that group size and relational distance substantially affect consumers' response to group service recovery strategies. Specifically, private economic recovery creates less consumer satisfaction as group size increases, whereas consumers with a distant social relationship are more satisfied with public recovery for both economic recovery and social recovery. However, consumers with close relationships are more satisfied with public economic recovery and private social recovery. Apart from offering practical insights, this study expands the theoretical understanding of service failures, suggesting that they occur in a complex social ecology instead of relatively simple dyadic interactions between service providers and consumers. © 2014 Elsevier Inc.
Service failure, Service recovery, Social distance, Social impact theory
Source Publication Title
Journal of Business Research
Zhou, Yuanyuan, Alex S.L. Tsang, Minxue Huang, and Nan Zhou. "Group service recovery strategies effectiveness: The moderating effects of group size and relational distance." Journal of Business Research 67.11 (2014): 2480-2485.