Variation in consumer outcomes : does the type of failure (process or outcome) matter?
Bhandari, Mahesh Singh and Polonsky, Michael 2007, Variation in consumer outcomes : does the type of failure (process or outcome) matter?, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 2767-2774.
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Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
Dunedin, New Zealand
Literature suggests that various customer outcomes are likely to be negative after a failed service encounter. Service failures can arise for many reasons and consumers may react differently, depending on the type of failure. This study focuses on exploring whether consumer outcomes differ based on whether the consumer experiences a process failure or outcome failure. The results from this study suggest that variations in consumer outcomes differ across the two types of failures; with consumers generally being more dissatisfied in outcome failure situations as compared to process failure situations.
Reproduced with the specific permission of the copyright owner.
Field of Research
150501 Consumer-Oriented Product or Service Development
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