Does involvement shapes consumers’ response to product failure?

Hamzelu, Bahman; Gohary, Ali; Nia, Salar Ghafoori; Hanzaee, Kambiz Heidarzadeh

doi:10.1108/apjml-03-2016-0042

Cited by 9 publications

(9 citation statements)

References 75 publications

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“…It is well documented that product failure results in negative customer reactions (Rea, Wang, and Stoner, 2014; Hamzelu et al , 2017; Umashankar et al , 2016; Lassar et al , 1998). Rea et al (2014) find that a laptop that catches fire has a negative impact on the attitude toward the brand, involvement with the brand, company credibility and purchase intention.…”

Section: Studymentioning

confidence: 99%

“…Thus, in contrast to the “hands-off” approach of manufacturers, our study suggests that manufacturers should be more actively involved in encouraging customers to purchase extended service warranties. This is crucial as product failure is one of the important causes of product dissatisfaction and reduction in brand loyalty, which can potentially impact the customer-based equity of the brand (Hamzelu et al , 2017; Umashankar et al , 2016; Brady et al , 2008). Brand attitudes and beliefs, among other factors, create a network of associations that influence brand knowledge, which builds or diminishes brand equity (Keller, 1993).…”

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confidence: 99%

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Protecting brands from product failure using extended warranties

Karande

Gopinath

2019

JPBM

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Purpose Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended warranties offer a mechanism to mitigate the negative effects of product failure and the mediating role of positive and negative self-directed emotions. Design/methodology/approach The hypotheses are tested using two 2 × 2 between-subjects experiments with product failure and warranty purchase as the two factors, attitude toward the brand as the dependent variable, positive and negative self-directed emotions as mediating variables and attitude toward warranties as a covariate. Findings It is found that the decline in attitude toward the brand due to product failure is greater among customers purchasing an extended warranty, than among those who do not. Moreover, positive and negative self-directed emotions mediate this relationship. Originality/value Manufacturers are for the most part not involved in distribution or administration of extended warranties, which are mainly sold through retailers and administered by companies that specialize in extended warranties. The study findings indicate that contrary to industry practice, consumer-durable manufacturers should consider more active management and promotion of extended warranties to protect their brand’s equity from the negative effects of product failure.

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Section: Studymentioning

confidence: 99%

mentioning

confidence: 99%

Protecting brands from product failure using extended warranties

Karande

Gopinath

2019

JPBM

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“…Research in the area of involvement lacks consistency in its operationalization. Researchers like Amine (1998a), Assael (1998), Chaudhuri (1998), Dick and Basu (1994), Hamzelu et al (2017), Jensen and Hansen (2006) and Kim et al (2008) have considered involvement as a product-dependent concept, classifying the products into low and high-involvement groups. But several others have opined that for any given product category, consumers’ level of involvement will differ (Bloch et al , 2009; Houston and Rothschild, 1978; Lastovicka and Gardner, 1978a; Martin, 1998; Swoboda et al , 2009; Zaichkowsky, 1985).…”

Section: Literature Reviewmentioning

confidence: 99%

Direct and indirect effect of brand experience on true brand loyalty: role of involvement

Mathew

Thomas²

2018

APJML

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Purpose The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement. Design/methodology/approach The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations. Findings The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups. Practical implications The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships. Originality/value This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

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“…The term disengagement was briefly introduced into the marketing literature by Dwyer et al (1987) who conceptualise it as a dissolution of a buyer-seller relationship, capable of occurring at any time throughout the exchange. Since Dwyer’s (1987) initial discussion, the services marketing literature have mostly ignored disengaged customers who do not display overtly negative cues, but who are emotionally, cognitively and behaviourally “absent” from the relationship (Khuhro et al , 2017; Maslowska et al , 2016; Hamzelu et al , 2017). Yet, research by Chebat et al (2005) suggests that up to two-thirds of dissatisfied customers fall into a disengaged segment, who take no action against a service provider in the wake of service failures.…”

Section: Expanding the Engagement Conceptmentioning

confidence: 99%

“…Customers can refuse to interact with a service by ignoring the provider and becoming emotionally “estranged” from the brand entirely (Khuhro et al , 2017; Quintal et al , 2012). Subsequently, disengaged customers can be “silent killers” who refuse to complain directly to service organisations and instead allow conditions to worsen in a dissatisfactory relationship (Hamzelu et al , 2017).…”

Section: Expanding the Engagement Conceptmentioning

confidence: 99%

Exploring customer engagement valences in the social services

Naumann

Bowden

Gabbott

2017

APJML

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Purpose Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive engagement. It explores how three valences of engagement manifest towards dual objects: the service community and the focal service organisation. This exploration is based within a new and novel social service context. Design/methodology/approach A qualitative approach using (four) focus groups is used. Findings A conceptual model of customer engagement is derived from the groups that include strongly held and positive customer engagement; passive, yet negatively orientated customer disengagement; and active and destructive negative customer engagement. Positive customer engagement is found to be directed at the service community object, whereas customer disengagement and negative engagement are directed at the focal service organisation object. A spillover effect is also revealed whereby negative engagement with the focal service organisation detracts from customers’ positive engagement within their service community. This suggests that engagement within a social service is multifaceted: several engagement valences may exist within one service relationship. It also suggests that these engagement valences are interrelated. Originality/value This is the first paper to apply three valences of engagement within the one focal relationship and examine how they manifest towards two objects, providing a unique perspective of how different interactions within the service ecosystem can influence engagement.

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Does involvement shapes consumers’ response to product failure?

Cited by 9 publications

References 75 publications

Protecting brands from product failure using extended warranties

Protecting brands from product failure using extended warranties

Direct and indirect effect of brand experience on true brand loyalty: role of involvement

Exploring customer engagement valences in the social services

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