Title

The role of relationship norms in responses to service failures

Document Type

Journal article

Source Publication

Journal of Consumer Research

Publication Date

1-1-2011

Volume

38

Issue

2

First Page

260

Last Page

277

Abstract

A friendly relationship with a service provider can sometimes decrease the negative feelings that consumers experience as the result of a service failure. However, friendship is not always beneficial. When consumers focus their attention on the provider's obligation to respond to their needs, they react more negatively to a service failure when they are friends of the provider than when they have only a business relationship with him or her. When their attention is drawn to their own obligation in the relationship, however, the reverse is true. This difference is confirmed in four experiments in which the perspective from which participants imagined a service failure was activated either by unrelated experiences before being exposed to the failure or by features of the service encounter itself.

DOI

10.1086/659039

Print ISSN

00935301

Publisher Statement

Copyright © 2011 by Journal Of Consumer Research, Inc. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Wan, L. C., Hui, M. K., & Wyer Jr., R. S. (2011). The role of relationship norms in responses to service failures. Journal of Consumer Research, 38(2), 260-277. doi:10.1086/659039

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