Does customer-based destination brand equity help customers forgive firm service failure in a tourist ecosystem? An investigation through explanatory sequential mixed-method design

Sahaf, Taiba Musadiq; Fazili, Dr Asif Iqbal

doi:10.1016/j.jdmm.2024.100866

Journal of Destination Marketing & Management

2024

DOI: 10.1016/j.jdmm.2024.100866

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Does customer-based destination brand equity help customers forgive firm service failure in a tourist ecosystem? An investigation through explanatory sequential mixed-method design

Taiba Musadiq Sahaf,

Dr Asif Iqbal Fazili

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2024

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Cited by 4 publications

References 179 publications

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Consumer forgiveness: A literature review and research agenda

Yoruk,

Hsu,

Lee

2024

Psychology and Marketing

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Consumer forgiveness represents a compelling phenomenon for marketers, as understanding and leveraging forgiveness allows repairing consumer brand relationships. Marketing scholars began to pay closer attention to consumer forgiveness in the last decade with attempts to better understand and analyze this construct. This literature review on consumer forgiveness seeks to enrich the discourse on this phenomenon through a comprehensive systematic review of 89 articles. Through this literature review, we synthesize the findings of 89 articles to (1) understand how involved agents (e.g., firms/brands, humans, and autonomous technologies) influence the consumer forgiveness process, (2) develop a theoretical integrative framework delineating salient psychological mechanisms of the consumer forgiveness process, and (3) propose a future research agenda on consumer forgiveness.

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Consumer forgiveness: A literature review and research agenda

Yoruk,

Hsu,

Lee

2024

Psychology and Marketing

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How smartness affects customer-based brand equity in rural tourism destinations

Sustacha,

Baños-Pino,

Del Valle

2024

Journal of Destination Marketing & Management

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Guarantee or inoculate? Ex ante messages against service failures

Ma,

Sun

2024

APJML

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PurposeWhile many studies have focused on the effectiveness of service recovery after encountering service failure, few have considered for pre-recovery opportunities. Drawing on service guarantee research and the inoculation theory, this study examines the effect of pre-recovery strategy on customer’s satisfaction when faced with possible service failure. This study takes into consideration the uncertainty of service failure, including specific or unpredicted failures.Design/methodology/approachThree experimental studies were conducted to examine our research hypotheses, which include a total of 1203 subjects recruited from online and offline platforms.FindingsThe findings reveal that service guarantees and inoculation messages both effectively mitigate the negative consequences of a service failure. Specifically, the pre-recovery strategy is particularly effective for specific service failures. In addition, we thoroughly examined the mediating role of customer attribution.Originality/valueThis research significantly contributes to the existing literature on service research by delving into the potential positive impact of proactive measures undertaken by service enterprises. Furthermore, the findings of this research offer valuable insights for practitioners.

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Does customer-based destination brand equity help customers forgive firm service failure in a tourist ecosystem? An investigation through explanatory sequential mixed-method design

Cited by 4 publications

References 179 publications

Consumer forgiveness: A literature review and research agenda

Consumer forgiveness: A literature review and research agenda

How smartness affects customer-based brand equity in rural tourism destinations

Guarantee or inoculate? Ex ante messages against service failures

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