The impact of service failure on brand credibility

Bougoure, Ursula Sigrid, Russell-Bennett, Rebekah, Fazal-E-Hasan, Syed, & Mortimer, Gary (2016) The impact of service failure on brand credibility. Journal of Retailing and Consumer Services, 31, pp. 62-71.

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Recent studies have examined the consequences of brand credibility, with the majority of works embedded in physical goods. Despite the growing attention service branding receives, little is known about how service failure and recovery efforts impact on brand credibility in service organisations. The purpose of this study is to examine how brand credibility is affected by service failure and an organisations recovery efforts. An online self-completion survey of airline consumers (n=875) was employed to test the relationships between the focal constructs. The results show that a service firm’s effective complaint handling positively impacts satisfaction with complaining, overall satisfaction and service brand credibility. The study also finds that the higher the perceived magnitude of failure, the more difficult it is to satisfy a customer. These results demonstrate that it is possible to maintain service brand credibility during a service failure, provided brand managers develop and implement effective complain handling procedures.

Impact and interest:

2 citations in Scopus
2 citations in Web of Science®
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ID Code: 94750
Item Type: Journal Article
Refereed: Yes
Keywords: Service branding, Consumer services, Brand credibility, Service recovery, Satisfaction, Airlines
DOI: 10.1016/j.jretconser.2016.03.006
ISSN: 0969-6989
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2016 Elsevier
Copyright Statement: Licensed under the Creative Commons Attribution; Non-Commercial; No-Derivatives 4.0 International. DOI: 10.1016/j.jretconser.2016.03.006
Deposited On: 12 Apr 2016 03:05
Last Modified: 17 Apr 2016 04:36

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