The influence of failure severity and perceived employee effort on consumers' postcomplaint negative WOM intentions in a service guarantee context

McQuilken, Lisa 2009, The influence of failure severity and perceived employee effort on consumers' postcomplaint negative WOM intentions in a service guarantee context, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-9.

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Title The influence of failure severity and perceived employee effort on consumers' postcomplaint negative WOM intentions in a service guarantee context
Author(s) McQuilken, Lisa
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Total pages 9
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) complaints
consumer perceptions
service guarantees
services marketing
service recovery
Summary This study employed a 2 x 2 full-factorial, between-subjects design experiment examining the influence of failure severity and perceived employee effort on hotel guests’ negative word-ofmouth (WOM) intentions following invocation of a service guarantee. The study involved a sample of 131 online panel members. Results suggest that negative WOM intentions reduced when a greater level of effort is exerted by staff in rectifying the guest’s problem and increased when a more severe failure is experienced. There is a stronger difference in guests’ negative WOM intentions between the high and low employee effort conditions when a minor versus a severe service failure is experienced by guests.
ISBN 1863081585
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021795

Document type: Conference Paper
Collections: Faculty of Business and Law
School of Management and Marketing
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