Service Recovery in the Absence of a Service Failure: When Negative Surprise Has Positive Results
A generalized service recovery effort involving an apology delivered by mass email can lead to lower purchase intention in consumers who weren't affected by the service failure. However, when the apology is combined with a discount this increases purchase intention and trust. We show that surprise mediates this result.
Marcus Wardley (2015) ,"Service Recovery in the Absence of a Service Failure: When Negative Surprise Has Positive Results", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 812-812.
Marcus Wardley, University of Oregon, USA
NA - Advances in Consumer Research Volume 43 | 2015
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