Consumers’ Evaluation After a Service Encounter: the Effects of the Actions of Company Unrelated Party

Jessica Y. Y. Kwong, Chinese University of Hong Kong, China
Candy K. Y. Ho, Chinese University of Hong Kong, China
Existing literature has shown that consumer responses to a service failure are influenced by the extent to which the failure is attributed to the company. This paper shows that this effect is indeed contingent on the normality of the behaviors of other existing parties. Specifically, the potential negative impacts of actions committed by a company are more mitigated when the behaviors of another party appear abnormal than when they appear normal. Attribution measures and respondents’ thought protocols give converging support that the focal interactive effect is driven by consumers’ tendency to hold company accountable for the failure.
[ to cite ]:
Jessica Y. Y. Kwong and Candy K. Y. Ho (2008) ,"Consumers’ Evaluation After a Service Encounter: the Effects of the Actions of Company Unrelated Party", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 859-859.