Customers’ Responses to Service Failures: the Interactive Effects of Self-Congruence and Coping Strategy

Tyson Ang, Southern Illinois University
Shuqin Wei , Texas A&M University - Central Texas
We investigate the interactive role of self-congruence and customer coping in service failure encounters. We found that, when using problem-focused coping, customers having actual self-congruence with the service perceive lower levels of service failure severity. However, customers with actual or ideal self-congruence perceive failure severity similarly when using emotion-focused coping.
[ to cite ]:
Tyson Ang and Shuqin Wei (2014) ,"Customers’ Responses to Service Failures: the Interactive Effects of Self-Congruence and Coping Strategy", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 770-770.