- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
Negative Spillover Effects of Other-Customer Failure in Airline Context
Park, Chul-Ju
Park, Jae-Sung
- Downloaded
- Viewed
Abstract
Purpose - Other customers within the same service environment do influence a customer' attitude and behavior toward a service firm. Specially, other customers' misbehaviour and various service problems stemmed from them could make the other customers suffer some bad experiences. However, there are few studies to answer how the spillover effect of a service failure arisen from other customers' misbehavior. This study is aimed to examine how service failure due to the dysfunctional behavior of other customers has negative effects on customer evaluation with the service provider. Research design, data, and methodology - Data were collected from a survey based on consumers' retrospective experiences in airline service context. The hypothesized relationships were tested conducting structural equation modeling. Results - Our results show that the attribution of a firm responsibility for other-customer failure has a positive influence on customer's recovery expectation, in turn, it is negatively related to customer satisfaction. Furthermore, perceived service provider's efforts positively influence customer satisfaction. Conclusions - Although a service failure was caused by other customer's misbehavior, employees should be able to alleviate any bad feelings of the affected customers. Furthermore, service providers should provide proper recovery efforts for solving problems caused by the other customers for the wounded customers.
- keywords
- Other-Customer's Misbehavior, Other-Customer Failure, Responsibility Attribution
Reference
Ahmed, U., Zin, M. L. M., & Majid, A. H. A. (2016). Impact of Intention and Technology Awareness on Transport Industry’s E-service: Evidence from an Emerging Economy. The International Journal of Industrial Distribution & Business, 7(3), 13-18.
Allen, A. M., Brady, M. K., Robinson, S. G., & Voorhees, C. M. (2015). One Firm’s Loss is Another’s Gain:Capitalizing on Other Firms’ Service Failures. Journal of The Academy of Marketing Science, 43, 648-662.
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71.
Chebat, J. C., Filiatrault, P., Ge´linas-Chebat, C., & Vaninsky, A. (1995). Impact of Waiting Attribution and Consumer’s Mood on Perceived Quality. Journal of Business Research, 34, 191-196.
Grove, S. J., & Fisk, R. P. (1997). The Impact of Other Customers on Service Experiences: A Critical Incident Examination of ‘Getting Along’. Journal of Retailing, 73(1), 63-85.
Grove, S. J., Fisk, R. P., & Dorsch, M. J. (1998). Assessing the Theatrical Components of the Service Encounter: A Cluster Analysis Examination. The Service Industries Journal , 18(3), 116-134.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ: Pearson Education.
Harris, L. C., & Reynolds, K. L. (2003). The Consequences of Dysfunctional Customer Behavior. Journal of Service Research, 6(2), 144-161.
Hess, R. L., Jr, Ganesan, S., & Klein, N. M. (2003). Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
Huang, W. H. (2008). The Impact of Other-Customer Failure on Service Satisfaction. International Journal of Service Industry Management, 19(4), 521-536.
Huang, W. H. (2010). Other-Customer Failure: Effects of Perceived Employee Effort and Compensation on Complainer and Non-complainer Service Evaluations. Journal of Service Management, 21(2), 191-211.
Huang, W. H., & Wang, Y. C. (2014). Situational Influences on the Evaluation of Other-Customer Failure. International Journal of Hospitality Management, 36, 110-119.
Kim, N., & Lee, M. (2012). Other Customers in a Service Encounter: Examining the Effect in a Restaurant Setting. Journal of Services Marketing, 26(1), 27-40.
Korea Herald (2015). Controversy Flares over Kid-free Zones in Korea. Korea Herald, 13 September, Seoul, Korea.
Martin, C. L., & Pranter, C. A. (1989). Compatibility Management: Customer-to-Customer Relationships in Service Environments. Journal of Service Marketing, 3, 6-15.
Miao, L., Mattila, A. S., & Mount, D. (2011). Other Consumers in Service Encounter: A Script Theoretical Perspective. International Journal of Hospitality Management, 30(4), 933-941.
Mohr, L. A., & Bitner, M. J. (1995). The Role of Employee Effort in Satisfaction with Service Transactions. Journal of Business Research, 32(3), 239-252.
Moore, R., Moore, M. L., & Capella, M. (2005). The Impact of Customer-to-Customer Interactions in a High Personal Contact Service Setting. Journal of Service Marketing, 19(7), 482-491.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-409.
Potluri, R. M., Yigezu, Y., Ansari, R., & Khan, S. R. (2015). Interactive Quality in Ethiopian Telecom’s Service Encounters: A Dyadic Perspective. The International Journal of Industrial Distribution &Business. 6(1), 27-35.
Reynolds, K. E., & Beatty, S. E. (1999). Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing. Journal of Retailing, 75(1), 11-31.
Reynolds, K. L., & Harris, L. C. (2009). Dysfunctional Customer Behavior Severity: An Empirical Examination. Journal of Retailing, 85(3), 321-335.
Schaefers, T., Wittkowski, K., Benoit, S., & Ferraro, R. (2016). Contagious Effects of Customer Misbehavior in Access-Based Services. Journal of Service Research, 19(1), 3-21.
Swanson, S. R., & Kelley, S. W. (2001). Attributions and Outcomes of The Service Recovery Process. Journal of Marketing Theory and Practice, 9(4), 50-65.
Wirtz, J., & Kum, D. (2004). Consumer Cheating on Service Guarantees. Journal of the Academy of Marketing Science, 32(2), 159-175.
Wirtz, J., & Mattila, A. S. (2004). Consumer Responses to Compensation Speed of Recovery and Apology After a Service Failure. International Journal of Service Industry Management, 15(2), 150-166.
Yen, H. J., Gwinner, K. P., & Su, W. (2004). The Impact of Customer Participation and Service Expectation on Locus Attributions Following Service Failure. International Journal of Service Industry Management, 15(1), 7-26.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations