Campus Units
Marketing
Document Type
Article
Publication Version
Published Version
Publication Date
2-2021
Journal or Book Title
Journal of Service Science and Management
Volume
14
Issue
1
DOI
10.4236/jssm.2021.141002
Abstract
When service providers make an effort to recover from service failures, customers may respond more favorably at certain times as compared to other times. This article attempts to explain psychological mechanisms underlying this phenomenon. The results of a scenario experiment show that customer perception of successful recovery strategy can boost customer satisfaction to a higher level when customers believe the service failure outcome is due to self-behavior (i.e., have an internal locus of control) as compared to when they believe that is due to providers’ behavior. In this situation, satisfaction is developed via 1) customers’ feelings of gratitude toward the provider’s recovery efforts and 2) their guilt derived from an internal locus of control. Findings provide evidence that both gratitude and guilt can motivate customers to adopt behaviors that encourage cultivation of good relationships with businesses.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Copyright Owner
The Author(s) and Scientific Research Publishing Inc
Copyright Date
2021
Language
en
File Format
application/pdf
Recommended Citation
Su, Lishan; Raju, Sekar; and Laczniak, Russell N., "The Roles of Gratitude and Guilt on Customer Satisfaction in Perceptions of Service Failure and Recovery" (2021). Marketing Publications. 6.
https://lib.dr.iastate.edu/marketing_pubs/6
Included in
Cognition and Perception Commons, Community-Based Research Commons, Marketing Commons, Sales and Merchandising Commons
Comments
This article is published as Su, L. , Raju, S. and Laczniak, R. (2021) The Roles of Gratitude and Guilt on Customer Satisfaction in Perceptions of Service Failure and Recovery. Journal of Service Science and Management, 14, 12-33. doi: 10.4236/jssm.2021.141002.