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Article
Publication date: 9 January 2024

Brian L. Bourdeau, J. Joseph Cronin, Daniel T. Padgett, Clay M. Voorhees and Kimberley White

All hypothesized relationships were significant. Specifically, H1 was supported as disconfirmation and surprising consumption were significantly correlated. Moreover, arousal (H2

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Abstract

Purpose

All hypothesized relationships were significant. Specifically, H1 was supported as disconfirmation and surprising consumption were significantly correlated. Moreover, arousal (H2) and outrage (H4a) were functions of surprising consumption and negative affect (H3) and outrage (H4b) were functions of arousal. H4c was also supported as negative affect had a significant direct effect on consumer outrage. In addition, disconfirmation had negative direct effects on both negative affect (H5) and dissatisfaction (H6a) and dissatisfaction was a function of negative affect. Finally, both outrage (H7a) and dissatisfaction (H7b) had significant negative effects on behavioral intentions.

Design/methodology/approach

Respondents were recruited to participate in the data collection in a “college town” in the Southeastern United States. Respondents were provided a paper and pencil data collection instrument that include complete survey instructions and the balance of the research design. To adequately test all hypotheses, the researchers developed a unique scenario that described an extreme service failure that takes place during a hotel check-in. Each respondent was asked to read the scenario and then reflect upon it as they responded to items that assessed their feelings toward the hotel check-in experience.

Findings

The results provide additional evidence in support of the existence of the satisfaction-dissatisfaction continuum, as well as specifically identifying the affective nature of levels of satisfaction that fall surprisingly well-below the zone of tolerance. The authors feel that the present study is a necessary step to provide a more comprehensive view of the satisfaction-dissatisfaction continuum. Likewise, the authors posit initial evidence of the antecedents and consequences of consumer outrage. This research supports the prior assumptions of Westbrook (1987) about the vast detrimental effects of negative affective responses to service or product failures.

Research limitations/implications

Future research needs to discover just how extremely deficient service has to be to elicit outrage. Is outrage a personal phenomenon with every consumer experiencing it to different degrees? As such, is outrage triggered at different points on the satisfaction-dissatisfaction continuum? The zone of tolerance seems to suggest this, but it would be interesting to discover if at some collective level of dissatisfaction consumers generally begin to show signs of outrage. Likewise, it would be interesting to understand how the level and pattern of outrage results in customers exiting the relationship but also results in loyal customers becoming enemies (e.g. Gregiore et al., 2009; Gregiore and Fisher, 2008).

Originality/value

The motivation for the current study is both pragmatic and theoretical. As alluded to above, it is evident that the level of service customers’ emotional responses to their service experiences are increasing in frequency and intensity. These negative emotions affect the efficacy of service workers and impede the financial performance of service providers. The popular mantra of “anti-woke” consumers, “Go Woke, Go Broke,” is indicative of the importance of negative emotion. Sometimes referred to as “brand activism” (Moorman, 2020; Sarkar and Kotlet, 2019), recent public stances on social and political issues have led to a boycott of Gillette razors, the burning of Nike shoes, and the canceling of Costco Memberships in what has been called “virtue signaling” (Vredenburg et al., 2020). While none of these actions are desirable, the importance of investigating the impact of strong negative emotions (i.e. outrage) is further demonstrated in reports that 65% of consumers expect companies to authentically support such issues (Barton et al., 2018; Edelman, 2018; Larcker and Tayan, 2018; Moorman, 2020).

Details

Journal of Services Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 February 2006

Michael K. Brady, Clay M. Voorhees, J. Joseph Cronin and Brian L. Bourdeau

The purpose of this paper is to advance a new conceptualization of the service encounter that highlights the role of outcome valence as a key antecedent of customer satisfaction.

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Abstract

Purpose

The purpose of this paper is to advance a new conceptualization of the service encounter that highlights the role of outcome valence as a key antecedent of customer satisfaction.

Design/methodology/approach

This study develops and tests a conceptual model using structural equation modeling. Specifically, it adopts recent procedures for assessing direct, mediated, and moderated effects.

Findings

The findings demonstrate that valence has a stronger effect on satisfaction than both functional and service environment quality, that satisfaction fully mediates the effects of valence on behavioral intentions, and that consumer involvement moderates the valence‐satisfaction relationship.

Research limitations/implications

This research draws attention to the fact that valence is an important research topic and researchers should focus attention on how valence might influence customer evaluations of services. Specifically, it is important to replicate these findings across industries, develop models that consider additional moderating influences, and conduct experiments to investigate the relative effects of valence across different service environment and functional quality conditions.

Practical implications

The findings suggest that managers must be aware that valence directly influences customer satisfaction levels and that they can and should account for its effect. Specifically, in some service industries, rewarding employees based on customer satisfaction ratings without controlling for the effects of valence is misguided. Ultimately, failure to account for valence can lead to managerial decisions that may not be in the best interest of the firm.

Originality/value

This paper provides a new look at service encounters and suggests that valence is a critical antecedent of customer satisfaction and, in some instances, outcome valence is a more dominant predictor of satisfaction than service environment and functional quality.

Details

Journal of Services Marketing, vol. 20 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 October 2005

Michael K. Brady, Brian L. Bourdeau and Julia Heskel

The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship…

9156

Abstract

Purpose

The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship between the level of intangibility and the importance of branding.

Design/methodology/approach

An exploratory study is employed using a scenario‐based repeated measures ANOVA design, wherein the degree of product intangibility is varied from high (mutual funds) to medium (hotels) to low (computers) through a survey distributed to 101 respondents.

Findings

The results support the position that intrinsic brand cues are more important for highly intangible service purchases (mutual funds) than for purchases that are more tangible (hotels and computers). The results also reveal that extrinsic brand cues are less important in purchase decisions of highly intangible services.

Research limitations/implications

This study answers a call for additional empirical research into the dynamics of services branding and its effects on consumer decision making.

Practical implications

This study provides managers with information about how to prioritize brand‐building activities.

Originality/value

This study fills an important gap in the services marketing literature by offering a rare empirical study on services branding. Furthermore, this study makes an important extension to the research of Krishnan and Hartline in their article, “Brand equity: is it more important in services?”by testing the effects of specific brand cues on consumer's purchase decisions. The findings are more in line with prior conceptual research on the importance of services branding than the results presented by Krishnan and Hartline.

Details

Journal of Services Marketing, vol. 19 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Available. Content available
Article
Publication date: 11 May 2015

Rebekah Russell-Bennett and Steve Baron

805

Abstract

Details

Journal of Services Marketing, vol. 29 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 6 May 2014

Astrid L. Keel and Brian Bourdeau

The purpose of this study is to investigate whether different types of service firms, experience-based or credence-based, benefit equally from the prescription to increase…

491

Abstract

Purpose

The purpose of this study is to investigate whether different types of service firms, experience-based or credence-based, benefit equally from the prescription to increase advertising during recessions.

Design/methodology/approach

The research consists of three steps: using the Hodrick–Prescott (HP) filter to extract the cyclical component of the time series, estimating the level of cyclical comovement and estimating the relationship between comovement and stock price.

Findings

The results suggest that experience-based service firms benefit financially from adopting the advertising “prescription” that encourages firms to increase advertising during recessions. Credence-based firms, however, experience negative financial returns when they implement the advertising “prescription”.

Research limitations/implications

The limitations are data from US firms and a smaller sample size. The use of the HP filter may be considered a limitation, as other filtering methods may be utilized. The results suggest that academics’ and practitioners’ advertising “prescription” is not a one-size-fits-all strategy for service firms.

Practical implications

Managers must be aware that the type of service their firm provides influences whether increasing or decreasing advertising spending during a recession has a positive or negative impact on financial performance. Credence-based firms, such as those in the banking and insurance industries should avoid increasing advertising spending during recessions, as it may lead to negative financial performance. Experience-based firms, such as those in the entertainment and travel industries, benefit financially from increased advertising during recessions.

Originality/value

This research is first to investigate the differential impact of recessionary advertising on service firms.

Details

Journal of Services Marketing, vol. 28 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 October 2009

Gi-Yong Koo

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number…

436

Abstract

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number of spectators and loyal fans attending their sporting events. This study aims to enhance our understanding of which characteristics of a service attribute will best define its quality and impact on spectator behaviour by understanding the causal relationship between perceived service quality (PSQ) and satisfaction.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 1
Type: Research Article
ISSN: 1464-6668

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Book part
Publication date: 27 November 2014

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Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78350-629-3

Available. Content available
Book part
Publication date: 27 November 2014

Abstract

Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78350-629-3

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Book part
Publication date: 27 November 2014

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Details

Communication and Information Technologies Annual
Type: Book
ISBN: 978-1-78350-629-3

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Book part
Publication date: 7 November 2022

Joseph N. Patten

During the 2020 election cycle, 2,276 super PACs spent over $2.1 billion in federal elections. This chapter argues that changes made to the US campaign finance system brought…

Abstract

During the 2020 election cycle, 2,276 super PACs spent over $2.1 billion in federal elections. This chapter argues that changes made to the US campaign finance system brought about by the Citizens United v. FEC (2010) and SpeechNow.org v. FEC (2010) cases have destabilized the American political system by fueling tensions between right-wing and left-wing populist factions and by contributing to congressional corruption. By moving away from the political corruption standard and toward the free speech standard in Citizens United, polarizing wealthy mega-donors and dark money sources have come to play a dominant role in congressional elections. These cases also helped to contribute to a two-tiered campaign finance regulatory structure that distinguishes between campaign contributions given directly to federal candidates and political money contributed to super PACs to support or oppose federal candidates. In the 2020 congressional elections, PACs and super PACS outspent both major party candidates combined in 35 House and Senate races. Super PACs are serving as “shadow parties” by targeting competitive races for the purpose of swaying partisan control of Congress. This study also shows that an exceedingly high percentage of super PAC money is spent on negative advertising that further divides rather than unifies the nation. This chapter also highlights the corrupting influence of congressional leadership PACs and examines how super PACs have enabled foreign and dark money sources to illegally influence congressional campaigns.

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