An Investigation of Cognitive, Emotional and Negative Behavioural Responses to Service Recovery Strategies

Bennett, Rebekah, Keeffe, Dominique, & Tombs, Alastair (2006) An Investigation of Cognitive, Emotional and Negative Behavioural Responses to Service Recovery Strategies. In Avlonitis, G, Papavassiliou, N, & Papastathopoulou, P (Eds.) Sustainable Marketing Leadership: Proceedings of the 35th EMAC Conference, 23 - 26 May 2006, Greece, Athens.


Despite the best intentions of service providers and organisations, service delivery is rarely error-free. While numerous studies have investigated specific cognitive, emotional or behavioural responses to service failure and recovery, these studies do not fully capture the complexity of the services encounter. Consequently, this research develops a more holistic understanding of how specific service recovery strategies affect the responses of customers by combining two existing models—Smith & Bolton’s (2002) model of emotional responses to service performance and Fullerton and Punj’s (1993) structural model of aberrant consumer behaviour—into a conceptual framework. Specific service recovery strategies are proposed to influence consumer cognition, emotion and behaviour. This research was conducted using a 2x2 between-subjects quasi-experimental design that was administered via written survey. The experimental design manipulated two levels of two specific service recovery strategies: compensation and apology. The effect of the four recovery strategies were investigated by collecting data from 18-25 year olds and were analysed using multivariate analysis of covariance and multiple regression analysis. The results suggest that different service recovery strategies are associated with varying scores of satisfaction, perceived distributive justice, positive emotions, negative emotions and negative functional behaviour, but not dysfunctional behaviour. These finding have significant implications for the theory and practice of managing service recovery.

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ID Code: 25783
Item Type: Conference Paper
Refereed: Yes
Keywords: Service Recovery, Customer Emotions, Dysfunctional Behaviour, Experimental Design
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 17 Jun 2009 15:24
Last Modified: 31 Jul 2015 12:30

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