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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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.
Field of Research
150501 Consumer-Oriented Product or Service Development
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