Role of brand attachment in customers’ evaluation of service failure
| Autor: | José L. Torres, Ramin Bagherzadeh, Monika Rawal |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Service (business) Consumption (economics) Coping (psychology) media_common.quotation_subject 05 social sciences Word of mouth Advertising Management of Technology and Innovation 0502 economics and business Loyalty 050211 marketing Business Construct (philosophy) Attribution 050203 business & management Consumer behaviour media_common |
| Zdroj: | Journal of Product & Brand Management. 30:377-391 |
| ISSN: | 1061-0421 |
| Popis: | Purpose This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachment cushion or amplify the effect of service failure on customers’ negative emotions? Design/methodology/approach A 2 × 2 × 2 experimental design was conducted. Data analysis was performed with ANOVA and moderated mediation. Findings Customer’s feelings toward a brand (brand attachment) that existed before a service failure occurred can regulate customer’s negative emotions especially when consumer attribute service failure to a controllable cause. This process minimizes the effect of service failure in customer’s satisfaction and consequently increase customer behaviors like word of mouth and loyalty intentions. Research limitations/implications Adding perceived intentionality as a service failure’s attribution could provide another layer of explanation of customer behavior. Also, an expanded study using a sector characterized by higher cost of change and permanent consumption could provide result’s generalizability. Practical implications Brand attachment should be included in the customer service strategy. In a service failure situation, brand attachment becomes part of the “service customer policy” helping customers to regulate their negative emotions. Originality/value This study fills the knowledge gap regarding the role of customers’ positive emotions toward brands when a service failure occurs. The current study extends branding literature by differentiating brand attachment role from coping tactics. |
| Databáze: | OpenAIRE |
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