How the response to service incidents change customer–firm relationships

Pedro Simões Coelho, Paulo Rita, Ricardo F. Ramos

Research output: Contribution to journalArticlepeer-review

1 Downloads (Pure)

Abstract

Abstract
Purpose
This paper analyzes previously unmeasured effects of a response to a service incident called “benevolent” within the customer –firm relationship.

Design/methodology/approach
A questionnaire was administered to telecommunication customers in a Western European country, and the model was estimated using partial least squares (PLS).

Findings
This study shows that the customer–firm relationship is surprisingly affected by the response to expected incidents that the customer interprets as acts of benevolence or opportunism. This research also shows that the firm's incident response interpreted as benevolence or opportunism has an effect that merely positive or negative events do not. Acts of benevolence response towards an incident positively affect customer–firm relationship quality, and expectations of such acts may lead to an upward spiral in customer commitment.

Originality/value
While benevolence trust has been proposed and studied before, the response to incidents interpreted as benevolent or opportunistic and their consequences have been under-studied, hence exhibiting a research gap.

Original languageEnglish
Number of pages17
JournalEuropean Journal of Management and Business Economics
DOIs
Publication statusE-pub ahead of print - 10 May 2022

Keywords

  • Customer relationships
  • Service incidents
  • Expectancy and disconfirmation
  • Benevolence
  • Opportunism

Fingerprint

Dive into the research topics of 'How the response to service incidents change customer–firm relationships'. Together they form a unique fingerprint.

Cite this