TY - JOUR
T1 - Can customer relationships backfire?
T2 - How relationship norms shape moral obligation in cancelation behavior
AU - Shuqair, Saleh
AU - Costa Pinto, Diego
AU - Cruz-Jesus, Frederico
AU - Mattila, Anna S.
AU - da Fonseca Guerreiro, Patricia
AU - Kam Fung So, Kevin
N1 - info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT#
Shuqair, S., Costa Pinto, D., Cruz-Jesus, F., Mattila, A. S., da Fonseca Guerreiro, P., & Kam Fung So, K. (2022). Can customer relationships backfire? : How relationship norms shape moral obligation in cancelation behavior. Journal of Business Research, 151(November), 463-472. https://doi.org/10.1016/j.jbusres.2022.07.008 ---Funding Information: The authors Diego and Frederico gratefully acknowledge financial support from FCT Fundação para a Ciência e a Tecnologia (Portugal), national funding through research grant Information Management Research Center – MagIC/NOVA IMS (UIDB/04152/2020).
PY - 2022/11
Y1 - 2022/11
N2 - While prior research indicates that establishing interpersonal interaction with customers is mostly beneficial, this work reveals that the impact of social ties depends on relationship norms (communal vs. exchange). In three studies, including a real-world field dataset (N = 87,615 customers), the current investigation demonstrates the conditions under which interpersonal relationships can increase or decrease customers’ cancelation behavior. The findings indicate that communal (vs. exchange) relationships can increase customers’ future cancelation behaviors. The findings also demonstrate that perceived moral obligation underlies interpersonal effects on cancelation behavior. That is, when providers develop communal (vs. exchange) ties, consumers feel that their interaction with the providers is in a closed social context, which tends to reduce their obligations towards attending their booking, thus increasing cancelation behavior. Theoretical and practical implications for business researchers and practitioners are discussed.
AB - While prior research indicates that establishing interpersonal interaction with customers is mostly beneficial, this work reveals that the impact of social ties depends on relationship norms (communal vs. exchange). In three studies, including a real-world field dataset (N = 87,615 customers), the current investigation demonstrates the conditions under which interpersonal relationships can increase or decrease customers’ cancelation behavior. The findings indicate that communal (vs. exchange) relationships can increase customers’ future cancelation behaviors. The findings also demonstrate that perceived moral obligation underlies interpersonal effects on cancelation behavior. That is, when providers develop communal (vs. exchange) ties, consumers feel that their interaction with the providers is in a closed social context, which tends to reduce their obligations towards attending their booking, thus increasing cancelation behavior. Theoretical and practical implications for business researchers and practitioners are discussed.
KW - Cancelation behavior
KW - Communal relationships
KW - Exchange relationship
KW - Perceived moral obligation
UR - http://www.scopus.com/inward/record.url?scp=85134520236&partnerID=8YFLogxK
UR - https://www.webofscience.com/wos/woscc/full-record/WOS:000855045400014
U2 - 10.1016/j.jbusres.2022.07.008
DO - 10.1016/j.jbusres.2022.07.008
M3 - Article
AN - SCOPUS:85134520236
SN - 0148-2963
VL - 151
SP - 463
EP - 472
JO - Journal of Business Research
JF - Journal of Business Research
IS - November
ER -