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There's a fly in my soup : the influence of service guarantees and personal requests on customer voice

McQuilken, Lisa and Robertson, Nichola 2010, There's a fly in my soup : the influence of service guarantees and personal requests on customer voice, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, University of Canterbury, Christchurch, N.Z., pp. 1-9.

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Title There's a fly in my soup : the influence of service guarantees and personal requests on customer voice
Author(s) McQuilken, Lisa
Robertson, Nichola
Conference name Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, N.Z.)
Conference location Christchurch, N.Z.
Conference dates 29 Nov. - 1 Dec. 2010
Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Editor(s) Ballantine, Paul
Finsterwalder, Jörg
Publication date 2010
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Total pages 9
Publisher University of Canterbury
Place of publication Christchurch, N.Z.
Keyword(s) Customer complaint behavior
Service guarantees
Service workers
Service failure severity
Summary Anecdotal evidence suggests that service guarantees and personal requests by service workers encourage customers to voice following failure. However, empirical support for these tactics in facilitating complaints to the organisation is limited. To address this deficiency, a 3 (guarantee treatment: none, unconditional or combined) x 2 (personal request to voice: yes or no) x 2 (failure severity: minor or major) full factorial, between subjects experiment was conducted in a restaurant context. Findings suggest that offering a service guarantee, regardless of whether it is unconditional or combined, can encourage voice. Severity of the failure was also found to be associated with voice. Surprisingly, however, a personal request to voice was not related to customers’ voice intentions. Implications of the findings are discussed.
ISBN 9780473178208
Language eng
Field of Research 150501 Consumer-Oriented Product or Service Development
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2010
Copyright notice ©2010, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30032046

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