The Devil You Know: Service Failures, Self-Esteem and Behavioral Loyalty

High self-esteem consumers tend to switch to alternative service providers following service failures, whilst low-self esteem consumers do not. We propose that this happens because, following a service failure, low self-esteem consumers become wary of new commitments with alternative service providers thus – ironically – remain faithful to the devil they know.


Irene Consiglio and Stijn M.J. van Osselaer (2015) ,"The Devil You Know: Service Failures, Self-Esteem and Behavioral Loyalty", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 12-17.


Irene Consiglio, Erasmus University Rotterdam, The Netherlands
Stijn M.J. van Osselaer, Cornell University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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