The impact of service failure on brand credibility

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• 作者：Ursula Sigrid Bougoure^a ; ^{Ursula.bougoure@newcastle.edu.au" class="auth_mail" title="E-mail the corresponding author} ; Rebekah Russell-Bennett^b ; ^{rebekah.bennett@qut.edu.au" class="auth_mail" title="E-mail the corresponding author} ; Syed Fazal-E-Hasan^b ; ^{s.fazalehasan@qut.edu.au" class="auth_mail" title="E-mail the corresponding author} ; Gary Mortimer^b ; ^{gary.mortimer@qut.edu.au" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Service branding ; Consumer services ; Brand credibility ; Service recovery ; Satisfaction ; Airlines
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2016
• 出版时间：July 2016
• 年：2016
• 卷：31
• 期：Complete
• 页码：62-71
• 全文大小：672 K

文摘

Recent studies have examined the consequences of brand credibility, with the majority of works embedded in physical goods. Despite the growing attention service branding receives, little is known about how service failure and recovery efforts impact on brand credibility in service organisations. The purpose of this study is to examine how brand credibility is affected by service failure and an organisations recovery efforts. An online self-completion survey of airline consumers (n=875) was employed to test the relationships between the focal constructs. The results show that a service firm’s effective complaint handling positively impacts satisfaction with complaining, overall satisfaction and service brand credibility. The study also finds that the higher the perceived magnitude of failure, the more difficult it is to satisfy a customer. These results demonstrate that it is possible to maintain service brand credibility during a service failure, provided brand managers develop and implement effective complain handling procedures.