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So far, whether customers' involvement strengthens or weakens the process of service recovery has remained unclear. Filling this gap, this study aims to investigate the effect of customers' participation on customers' post-recovery outcomes in the context of the banking industry. More specifically, this study delineates how and when customer participation (CP) proves effective in creating and enhancing favourable post-recovery outcomes.

With the help of an online survey, this study collects responses from 314 bank customers and analyses them using SmartPLS.

The results show that customers' participation in service recovery positively affects customers' perceived utilitarian and hedonic values. Customers' perceived utilitarian and hedonic values positively influence customers' recovery satisfaction which, in turn, positively relates to their continuance intention and positive word-of-mouth (PWOM). Furthermore, customers' positive psychological capital (CPPC) positively moderates the relationship of CP in service recovery with perceived utilitarian value and hedonic value.

This study unveils the negative facet of co-created service recovery, which has rarely been addressed in the service recovery literature, especially in the context of the banking industry. This study demonstrates that the effectiveness of customers' participation in creating favourable post-recovery outcomes is contingent on CPPC. Moreover, this study confirms that not all customers may value customers' participation in the service recovery process.

This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension.

This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents reporting on both product and service extensions. Data were collected on three levels, namely, consumer level, parent brand level and extension level.

The findings indicate a general and consistent extension category-dependent effect that moderates the importance of brand extension success drivers. The influence of parent brand reliance and perceived parent brand quality were found to have stronger effects, whereas parent brand conviction was weaker in the context of service-to-service extensions.

The study focuses on two brands with four extensions. Further research could replicate the study with a broader range of brands and extensions.

The study provides guidance to service managers to enhance consumers’ extension evaluations through better-positioned communication efforts when extending to different categories.

The study is one of the first empirical investigations into category-extension effects and its moderating role regarding brand and consumer level success drivers. Sparse research has been dedicated to a real-world occurrence of services extending between extension categories; this study thus furthers service brand research in terms of brand management decisions.

The purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what are the main conflict management, resolution strategies and frameworks that have been identified? and (3) what are the gaps in the relevant body of work in terms of theoretical and methodological dimensions, and what implications do they have for future research.

This study adopts a systematic and multidisciplinary literature review of online conflicts. Following a descriptive and thematic content analysis, it examines 79 peer-reviewed scholarly articles of the past 20 years within 6 scientific databases.

The authors propose a literature-based conceptualization of online conflicts and a multi-level conflict resolution matrix based on the different governance structures and social control mechanisms investigated in extant research.

The originality of this study lies in the integrative and interdisciplinary view of online conflict in global consumption communities.

Emotional responses to complaint experiences have received limited research interest. The current paper seeks to address this gap by considering the role of perceived justice in the elicitation of differential emotions following complaint‐handling experiences.

Service scenario scripts were devised to depict a complaint‐handling encounter in relation to holiday check‐in arrangements. The scripts, which varied in terms of levels of interactional, procedural and distributive justice, were presented to a total of 384 respondents. Respondents were asked to imagine themselves as the person in the scenario and to indicate the extent to which different emotional adjectives described their reaction to the complaint‐handling encounter.

Analyses of variance (ANOVA) revealed that perceived justice evaluations were predictive of the type of emotion (i.e. positive or negative) elicited.

Existing theoretical frameworks focus primarily on cognitive evaluations of perceived justice associated with the complaint‐handling encounter; the findings of the current study suggest that a cognitive appraisal of perceived justice may also elicit an emotional response, which in turn is expected to impact on satisfaction with complaint handling.

With a better understanding of the nature and causes of the emotions experienced by customers during service recovery, it should be possible to implement and manage recovery systems that are designed to elicit strongly positive evaluative judgements from consumers.

Demonstrates that different degrees of justice during service recovery will impact on consumers' emotional states.

We examine negative emotions’ influence on consumer satisfaction and loyalty when repurchasing a product or service after experiencing failures in the financial services sector.

The sample comprised 735 valid surveys of customers who encountered such service failures. An initial model incorporating 14 negative emotions was narrowed down to the most robust one, comprising three emotions, after data collection and statistical validation.

Consumer dissatisfaction is explained by affective (pleasure) rather than cognitive factors (disconfirmation) in the financial services context. Loyalty is influenced only by affective (pleasure and activation) rather than cognitive elements (disconfirmation) in the dissatisfaction generation process, indicating that loyalty is not a cognitive but an affective one. Finally, an affective judgment (activation) rather than a cognitive one (disconfirmation) explains consumer’s recommendation of a product or service despite encountering failures.

This is the first study to focus exclusively on negative emotions, revealing that the pleasure dimension is a significant antecedent of dissatisfaction. By demonstrating that emotional factors rather than cognitive assessments dominate both satisfaction and loyalty responses, this study offers a unique contribution to understanding consumer behavior after service failures in financial services, with practical implications for service recovery strategies.

Este estudio examina el impacto de las emociones negativas en la satisfacción y lealtad del consumidor al volver a adquirir un producto o servicio después de experimentar fallas en el sector de servicios financieros.

La muestra incluyó 735 encuestas válidas de clientes que enfrentaron dichas fallas en el servicio. Un modelo inicial que incorporaba 14 emociones negativas se redujo, tras la recolección de datos y la validación estadística, a un modelo más robusto que comprende tres emociones.

La insatisfacción del consumidor se explica por factores afectivos (agrado) en lugar de cognitivos (desconfirmación) en el contexto de servicios financieros. La lealtad está influenciada únicamente por elementos afectivos (agrado y activación) y no por elementos cognitivos (desconfirmación) en el proceso de generación de insatisfacción, lo que indica que la lealtad no es de naturaleza cognitiva, sino afectiva. Finalmente, un juicio afectivo (activación), más que uno cognitivo (desconfirmación), explica la recomendación de un producto o servicio por parte del consumidor, incluso tras haber enfrentado fallas.

Este es el primer estudio que se enfoca exclusivamente en las emociones negativas, revelando que la dimensión de agrado es un antecedente significativo de la insatisfacción. Al demostrar que los factores emocionales, más que las evaluaciones cognitivas, dominan tanto las respuestas de satisfacción como de lealtad, este estudio ofrece una contribución única para comprender el comportamiento del consumidor tras fallas en los servicios financieros, con implicaciones prácticas para las estrategias de recuperación del servicio.

Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal.

Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT.

Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users’ cultural and individual characteristics for better customer relationship management policy.

Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology.

Service failures usually occur in front of third-party customers. Third-party customers react emotionally and behaviorally to service failure and recovery efforts aimed at focal customers. However, there is a gap in the literature on how third-party customers react to a service failures incident and a recovery over another customer, depending on how socially close or distant they are from. This study investigates the effect of third-party customers' emotions on consumer forgiveness, negative word-of-mouth (WoM) and repatronage intentions in the service recovery process by comparing close and distant third-party customers.

This study utilizes a 2 (social distance to the focal customer: close, distant) × 2 (service recovery: yes, no) between-subjects design. The authors used a scenario-based experiment to test the proposed hypotheses. A total of 576 respondents were involved in the study.

The results from the authors' scenario-based experimental study show that positive and negative emotions felt by distant third-party customers are higher than those of close third-party customers. In addition, the effect of positive emotions on customer forgiveness is more substantial for distant third-party customers. Third, moderated-mediation analysis indicates that social distance has a moderator effect only on the relationship between positive emotions and customer forgiveness.

This study contributes to the service literature by comparing socially close and socially distant third-party customers' reactions to service failure and recovery attempts.

This research aims to better understand customer experience, as it relates to customer commitment and provides a framework for future research into the intersection of these emerging streams of research.

This research contributes to theoretical and practical perspectives on customer experience and its measurement by integrating extant literature with customer commitment and customer satisfaction literature.

The breadth of the domains that encompass customer experience – cognitive, emotional, physical, sensorial and social – makes simplistic metrics impossible for gauging the entirety of customers’ experiences. These findings provide strong support of the need for new research into customer experience and customer commitment.

Given the complexity of customer experience, managers are unlikely to track and manage all relevant elements of the concept. This research provides a framework identifying empirically the most salient attributes of customer experience with particular emphasis on those elements that enhance commitment. This offers insight into service design to correspond with specific commitment and experience dimensions.

This research is the first to examine the customer experience as it relates to customer commitment – a key factor in customer loyalty, positive word of mouth and other desired outcomes for managers and marketers. This paper provides a framework for future research into these emerging topics.