Transference: the Effect of Relationship History on Consumers’ Relationships With Other Firms

Matthew P. Bunker, University of Northern Iowa
Dwayne Ball, University of Nebraska-Lincoln
ABSTRACT - Trust with a focal service firm before a service failure and recovery, and commitment afterwards, are affected by previous serious service failures with other firms, a result not previously mentioned in the relationship literature. Customers can generalize their lack of trust, and this affects commitment. The results of a scenario-based experiment are discussed here, and explanations are provided using the social-cognitive concept of transference.
[ to cite ]:
Matthew P. Bunker and Dwayne Ball (2005) ,"Transference: the Effect of Relationship History on Consumers’ Relationships With Other Firms", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 507-513.