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

conference contribution
posted on 2009-01-01, 00:00 authored by Lisa McQuilken
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.

History

Event

Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)

Pagination

1 - 9

Publisher

Monash University

Location

Melbourne, Victoria

Place of publication

Melbourne, Vic.

Start date

2009-11-30

End date

2009-12-02

ISBN-10

1863081585

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2009, ANZMAC

Editor/Contributor(s)

D Tojib

Title of proceedings

ANZMAC 2009 : Sustainable management and marketing conference

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