Service recovery attributions and word‐of‐mouth intentions
Abstract
The impact of service recovery attributions in determining consumers’ intentions of engaging in post‐recovery word‐of‐mouth behaviors is examined. Research questions are investigated utilizing satisfactory service recovery scenarios that vary in their perceived likelihood of reoccurrence (i.e. stability) and responsibility for the recovery (i.e. locus) in three service industries. Results indicate that consumers who have service failures satisfactorily corrected demonstrate a strong propensity to share positive information about their experience. As a person’s social network extends outward, stability and locus interact to influence intentions to discuss a service failure/recovery. A greater propensity to share information and higher levels of customer praise and recommendations were found for shorter service recovery times. Recommendations for customer service managers are provided.
Keywords
Citation
Swanson, S.R. and Kelley, S.W. (2001), "Service recovery attributions and word‐of‐mouth intentions", European Journal of Marketing, Vol. 35 No. 1/2, pp. 194-211. https://doi.org/10.1108/03090560110363463
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited