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Exploring Negatively Valenced Customer Engagement Behaviors: Insights from a Service Failure and Service Recovery Context
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.63 MB | Adobe PDF |
Autores
Resumo(s)
Despite its potentially stronger implications, negative customer engagement has received
much less attention in the existing marketing literature than its positive counterpart. This
study examines the impact of customer outrage and perceived justice on negatively valenced
customer engagement behaviors (NVCEBs) in the context of service failure and service
recovery. Drawing on Expectancy Disconfirmation Theory and Justice Theory, we conducted a
scenario-based experimental survey to test our hypotheses. The results reveal that customer
outrage, triggered by a service failure, significantly influences these behaviors. Additionally,
two dimensions of Perceived Justice after a service recovery attempt significantly reduce
NVCEBs. Although two customer-based factors were proposed as potential moderators, they
did not yield significant results. These findings provide new insights into the drivers and
consequences of negatively valenced customer engagement behaviors, emphasizing the
significance of effectively managing service failures and implementing effective service
recovery strategies to mitigate negative customer behaviors.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Negative Engagement Expectancy Disconfirmation Theory Customer Outrage Negative Word-of-Mouth