Title

Prior relationships and consumer responses to service failures : a cross-cultural study

Document Type

Journal article

Source Publication

Journal of International Marketing

Publication Date

1-1-2011

Volume

19

Issue

1

First Page

59

Last Page

81

Keywords

Independent-interdependent self-construal, Relationship marketing, Service failures, Services marketing, Trust

Abstract

The authors examine the mitigating effect of an established trusting relationship between service providers and consumers on the consequences of service failures as a function of interdependent-independent self-construal. Two studies reveal that the effect of prior relationship, defined as the length of past patronage of a service provider, on consumer behavioral responses to service failure tends to be more pronounced among consumers with interdependent (vs. independent) self-construal. This variation in the mitigating effect of prior relationship can be attributed to the differential impact of trust in the service provider on the two groups of consumers. The authors conclude with a discussion of managerial implications.

DOI

10.1509/jimk.19.1.59

Print ISSN

1069031X

Publisher Statement

Copyright © 2011, American Marketing Association. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Hui, M. K., Ho, C. K. Y., & Wan, L. C. (2011). Prior relationships and consumer responses to service failures : a cross-cultural study. Journal of International Marketing, 19(1), 59-81. doi:10.1509/jimk.19.1.59

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