Consumer Responses to Service Failures: A Resource Preference Model of Cultural Influences

Chan, Haksin; Wan, Lisa C.

doi:10.1509/jimk.16.1.72

Cited by 133 publications

(108 citation statements)

References 62 publications

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“…6. Negative WOM scale (Chan and Wan ,2008), 7. Customer purchase intention scale (Dodds et al, 1991;Steenkamp et al, 2003).…”

Section: Measurement Scalesmentioning

confidence: 99%

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Khurana

2018

Int J Soc Sci Mgt

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This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands.The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.

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“…6. Negative WOM scale (Chan and Wan ,2008), 7. Customer purchase intention scale (Dodds et al, 1991;Steenkamp et al, 2003).…”

Section: Measurement Scalesmentioning

confidence: 99%

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Khurana

2018

Int J Soc Sci Mgt

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“…Only some minor changes were conducted to the scales to better suit the research topic and respondents of this study. The scales adopted in the thesis include: brand familiarity scale (Steenkamp et al 2003) (scale items were deducted to 2 from 4), brand attitude scale (Keller and Aaker 1992), brand quality perception scale (Steenkamp et al 2003), perceived brand globalness scale (Batra et al 2000;Steenkamp et al 2003), customer dissatisfaction scale Roem and Brady 2007), negative WOM scale (Chan and Wan 2008), purchase intention scale (Dodds et al 1991;Steenkamp et al 2003), and CETSCALE (Shimp and Sharma 1987;Steenkamp et al 2003). Minor justifications were conducted to some wordings of the scales to make the questions more suitable to the experiment.…”

Section: Measurement Scalesmentioning

confidence: 99%

“…The fictitious brand of the restaurant was positioned either as a global or local brand. Many studies about service failure designed the failure as time delay such as, the late of the flight, or the late of the food serving (Brady, 2007, Chan andWan, 2008). I borrowed that design to the study and described the failure of the restaurant as "The restaurant promised to serve the food within 15 minutes but kept you waiting for 30 minutes.…”

Section: Samples and Stimulusmentioning

confidence: 99%

The effects of perceived brand globalness on consumer responses to brand failures

Gao¹

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The Effects of Perceived Brand Globalness on Consumer Responses to BrandFailures by GAO Xue Master of PhilosophyEven big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied.This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. Based on attribution theory, consumers are expected to have less negative responses to the failure of a brand which has a higher (vs. lower) PBG.Two studies were conducted to test the proposed hypotheses. Both studies were 2 (high PBG vs. low PBG brand) × 2 (failure present vs. absent) between subjects factorial designs. More than 200 respondents participated in the experiments. Study 1 examined the effects of PBG on consumer responses to fictitious brands. In order to increase the generalizability of research, Study 2 used established brands to find out the effects of PBG on consumer responses while controlling the confounding variables of brand familiarity and brand equity of the selected established brands.The results indicate that the more a brand is perceived global, the less negative responses consumers have toward the failures. Moreover, this thesis examines the moderating role of consumer ethnocentrism on the relationship between PBG and consumer responses. The proposed hypotheses are generally supported. The findings enrich the literature and benefit the marketing practitioners by broadening their views of building global brands. DECLARATION

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“…Discount and apology are considered as the most two important strategies in the service recovery literature (Chan & Wan, 2008;Maxham, 2001;Smith & Bolton, 1998;Smith et al, 1999). Discount is regarded as the "most important recovery dimension" for service failure recovery , whereas the apology was considered as a valuable reward that compensates self-esteem (Walster, Berscheid, & Walster, 1973).…”

Section: Chapter 3 Research Framework and Hypotheses Developmentmentioning

confidence: 99%

“…In other words, satisfaction is greater when resources from the same/similar categories are exchanged than when resources from different categories are exchanged (Brinberg & Wood, 1983;Foa et al, 1992;Smith et al, 1999). Under the framework of resource exchange theory, the relative attractiveness of different resources were examined across several factors such as the culture (Chan & Wan, 2008), gender, and life stage (Foa et al, 1992). In the same vein, service failure and recovery strategies can be treated as a kind of resource exchange.…”

Section: The Mediation Role Of Expectation Discrepancymentioning

confidence: 99%

A pleasant surprise or injury plus insult? : consumers' (dis)satisfaction with recovery strategies for service failure

Wei¹

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Master of PhilosophyDealing with service failure, one question is constantly asked: why certain consumers are still dissatisfied even though compensations are made? The effectiveness of recovery strategy has been discussed in the context of service failure paradox and second deviation in the past literature. In this thesis, these two issues were brought together under the same framework -from the perspective of expectation. We propose that expectation mediates consumers' evaluation of recovery strategies, and leads to different levels of satisfaction and re-patronage intention. The expectation is further influenced by the type of resource spending consumers are reminded of and the failure type.Two studies were carried out to verify hypotheses. In study one, we used a 2 (resource spending: time vs. money) by 2 (high vs. low discount rate) by 2 (strong vs. weak apology) between subject factorial design to confirm the main effect and mediation effect of expectation on compensation strategies and overall satisfaction as well as re-patronage intention. Moreover, the framing effect of resource spending on time/money on expectation was also tested. In study two, we used a 2 (resource spending: time vs. money) by 2 (outcome vs. process failure) between subjects factorial design to validate the influence of resource spending type and failure types on expectation and satisfaction. DELARATION I declare that this is an original work based primarily on my own research, and I warrant that all citations of previous research, published or unpublished, have been duly acknowledged.

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Consumer Responses to Service Failures: A Resource Preference Model of Cultural Influences

Cited by 133 publications

References 62 publications

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

The effects of perceived brand globalness on consumer responses to brand failures

A pleasant surprise or injury plus insult? : consumers' (dis)satisfaction with recovery strategies for service failure

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