Enough Is Enough! Or Is It? Factors That Impact Switching Intentions in Extended Service Transactions

Keith Coulter, Clark University, USA
In this paper we propose interrelationships between length of core service failure, time of core service failure, and satisfaction with service recovery efforts. These inter-relationships are hypothesized to impact customers’ decisions to dissolve a service relationship. We find that as the length of the core service delay increases and as that delay occurs later in the extended service transaction, satisfactory recovery efforts are less likely to negate subsequent switching intentions. We also examine the components of recovery satisfaction, and how the impact of those components may vary in the case of extended service transactions. Compensation and service provider apology are found to have a greater impact on customer satisfaction than organizational initiation or response speed.
[ to cite ]:
Keith Coulter (2009) ,"Enough Is Enough! Or Is It? Factors That Impact Switching Intentions in Extended Service Transactions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 767-768.