Customers’ reactions to other customer caused service failures: the effects of tie strength on customer loyalty

Kim, Youngsun Sean; Baker, Melissa A.

doi:10.1080/19368623.2020.1688218

Cited by 17 publications

(18 citation statements)

References 49 publications

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“…If so, observers may not be as likely to revisit the restaurant, even with a close relationship with employees. Attributions would forge observers’ perception on whether the receiver of mistreatment deserves such mistreatment or not (Kim and Baker, 2020; Yu et al , 2022). Last, the current study did not examine underlying processes.…”

Section: Discussionmentioning

confidence: 99%

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When observers of customer incivility revisit the restaurant: roles of relationship closeness and norms

Hwang

Wang

Guchait

2022

IJCHM

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Purpose Considerable research has examined the negative consequences of customer incivility on employees (e.g. turnover intention and sabotage behavior toward the customer). However, there is scant research investigating how other customers, as observers, may react to incivility. This knowledge gap should be filled because hospitality services are often consumed in the public setting where customers can observe and be influenced by each other. The purpose of this study is to fill this gap by examining observing customers’ willingness to revisit the company following customer incivility. Design/methodology/approach Participants are American consumers recruited from a crowdsourced online panel. Two scenario-based experimental studies in the restaurant setting are conducted. Customer incivility and relationship norms (communal versus exchange) are manipulated, while relationship closeness is measured. Findings Study 1 shows that following fellow customer incivility (vs civility), observing customers’ intention to revisit the company was lower when they perceive a distant relationship with the employee. This intention did not differ regardless of incivility and civility when they perceive a close relationship with the employee. Study 2 shows that when observing customers perceive a communal relationship with the employee, their revisit intention was even higher following customer incivility (vs civility). Practical implications Hospitality managers need to train employees to identify signs of customer incivility and assume appropriate actions to reduce the negative consequences on observers. Hospitality managers should also communicate their expectations for respectful customer behaviors through an organization-wide campaign. Finally, hospitality businesses should foster a close relationship with their customers, particularly a communal relationship to offset the negative consequences of customer incivility on observers. Originality/value This study adds to previous research by challenging the universally negative view of customer incivility. The authors do so by examining the moderating effects of relationship closeness and norms in observer reactions to customer incivility. This study contributes to previous research drawing on script theory and deontic justice theory.

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Section: Discussionmentioning

confidence: 99%

“…A few hospitality studies explored observer reactions to customer incivility (i.e. Kim and Baker, 2019, 2020). These studies demonstrated that observers of customer incivility tend to have higher levels of gratitude toward employees and loyalty to the company when employees engage in deep (vs surface) acting.…”

Section: Introductionmentioning

confidence: 99%

When observers of customer incivility revisit the restaurant: roles of relationship closeness and norms

Hwang

Wang

Guchait

2022

IJCHM

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“…Several attention check questions were added throughout the survey (e.g. please check "strongly disagree" or "number 2") (Kim and Baker, 2019b). Also, to monitor the overall dropout rate, MTurk workers were directed to the Qualtrics platform to complete the experiment tasks (Zhou and Fishbach, 2016).…”

Section: Measurement and Data Collectionmentioning

confidence: 99%

Unintended negative consequences of loyalty programs: endowed vs earned loyalty

Baker

Legendre

2020

JSM

Self Cite

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Purpose Loyalty programs are pervasive across service industries. However, the examination of cross-customer effects represents a critical gap in the loyalty literature. To address this gap, this research conducts two between-subjects experimental design studies to examine traditional versus endowed loyalty status earner attitudinal loyalty intention toward the company, switching intentions and perceived unfairness. Design/methodology/approach Study 1 conducts a 2 (self: earned vs endowed) × 2 (others: earned vs endowed) between-subjects experimental design on the direct effects of attitudinal loyalty intention toward the company and switching intentions. Study 2 builds upon these findings by examining the mediation effect of perceived unfairness on the attitudinal loyalty intention toward the company and switching intentions. Findings Results from Study 1 find that cross-customer comparisons exist, and traditional loyalty members have negative attitudinal loyalty intention toward the company and switching intentions when comparing their rewards to endowed earner rewards. Study 2 examines an airline context and finds that unfairness mediates the relationship. Originality/value The research builds upon the literature surrounding cross-customer comparisons, loyalty programs, equity theory and endowed status and discusses the unintended negative consequences related to endowed loyalty rewards on other customer intentions that have critical managerial implications.

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“…Highly loyal customers will purchase products repeatedly, irrespective of prices, and actively recommend the products to others ( Cetin, 2020 ). Furthermore, as an effective theory for studying customer experience and customer behavior, the attribution theory has been widely used by scholars to study customer loyalty ( Kim and Baker, 2020 ; Nguyen et al, 2021 ; Osakwe and Yusuf, 2021 ). This theory argues that customers are rational information processors, and their behavior is formed by making causal inferences consistent with their experience of the product and the information obtained from external sources ( Osakwe and Yusuf, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

Factors influencing tourists’ shared bicycle loyalty in Hangzhou, China

Zhou

Xiong²,

Li³

et al. 2022

Front. Psychol.

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Focusing on Hangzhou, a famous tourist city in China, in this study, four regression models were constructed through four items of tourist loyalty to investigate the influence of tourist perceptions and characteristics on male and female tourist loyalty to shared bicycles. A questionnaire survey and ordered logistic regression model techniques were used. Survey data from 467 tourists indicated that there were significant differences between male and female tourists. For male tourists, their willingness to reuse shared bicycles (Models 1 and 2) was positively correlated with ease of access to cycles, environmental awareness, psychological benefit, and management provision; however, their willingness to recommend shared bicycles (Models 3 and 4) was only affected by environmental awareness, psychological benefit, and management provision. Among female tourists, willingness to reuse shared bicycles (Models 1 and 2) was affected by ease of access to cycles, environmental awareness, and rule adherence, while their willingness to recommend shared bicycles (Models 3 and 4) was affected by ease of access to cycles, environmental awareness, psychological benefit, and managerial provision. In addition, female tourists’ socio-demographic and behavioral characteristics had a significant impact on their loyalty, among which length of stay in Hangzhou and education were significant in the four regression models, and number of visits to Hangzhou had a positive impact on female tourists’ willingness to reuse (Models 1 and 2). In addition, female tourists who used Hellobike had higher willingness to reuse and recommend than those who used Mobike. For male tourists, only length of stay in Hangzhou had a significant impact on their reuse intention (Model 2). The current study extends the theory of attribution to explore the factors which may affect tourist’s loyalty to bicycle-sharing from the perspectives of tourists’ perceptions. It will provide further support to decision makers in the development of new shared-bicycle systems at Chinese tourist destinations, with the aim of strengthening tourist loyalty to shared-bicycle programs.

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Customers’ reactions to other customer caused service failures: the effects of tie strength on customer loyalty

Cited by 17 publications

References 49 publications

When observers of customer incivility revisit the restaurant: roles of relationship closeness and norms

When observers of customer incivility revisit the restaurant: roles of relationship closeness and norms

Unintended negative consequences of loyalty programs: endowed vs earned loyalty

Factors influencing tourists’ shared bicycle loyalty in Hangzhou, China

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