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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.

Document type: Conference Paper
Collections: Faculty of Business and Law
School of Management and Marketing
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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
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
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021795
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