Service Failures in Gift Orders: the Mediating Role of Guilt

Hua Chang, Drexel University, USA
Guang-Xin Xie, University of Massachusetts Boston, USA
This research examines consumers’ reactions to service failures from a psychological contract perspective. We find that consumers are more dissatisfied with service failures in gift orders. We demonstrate that consumers’ perception of whether a promise is made moderates the relationship. Consumers in the gift order condition reacted more negatively to service failures when sellers make an explicit promise. Finally, we show the mediating effect of feelings of guilt.
[ to cite ]:
Hua Chang and Guang-Xin Xie (2013) ,"Service Failures in Gift Orders: the Mediating Role of Guilt", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.