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Erschienen in: Marketing Letters 4/2013

01.12.2013

Interrupted anticipation after a service failure: The role of olfactory sensation on expected pleasure, taste enjoyment, consumption, and repatronage intentions

verfasst von: David J. Moore

Erschienen in: Marketing Letters | Ausgabe 4/2013

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Abstract

When consumers are highly charged with the anticipation of indulging in a pleasurable eating experience, a service failure that threatens to deny them the opportunity to satisfy their appetitive goals produces an “interrupted anticipation.” This study demonstrated that among those whose eager anticipation was interrupted by an unexpected service failure, food aroma tended to reinforce unpleasant feelings and generally negate the positive emotional boost normally expected from a positive olfactory cue. This resulted in significantly lower levels of expected pleasure, taste enjoyment, quantity of food consumed, and repatronage intentions. In contrast, for those whose anticipation was not interrupted, the food aroma exposure significantly enhanced the positivity of the consumer's service experience. When service failures lead to interrupted anticipation, service recovery efforts may sometimes prove to be ineffective in restoring the positive feelings of customers. Implications for theory development and managerial practice are also discussed.
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Metadaten
Titel
Interrupted anticipation after a service failure: The role of olfactory sensation on expected pleasure, taste enjoyment, consumption, and repatronage intentions
verfasst von
David J. Moore
Publikationsdatum
01.12.2013
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 4/2013
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-013-9230-9

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