Transference: the Effect of Relationship History on Consumers' Relationships with Other Firms

Transference: the Effect of Relationship History on Consumers' Relationships with Other Firms

Trust with a focal service firm before a service failure and recovery, and commitment afterwards, are affected by previous serious service failures with other firms, a result not previously mentioned in the relationship literature. Customers can generalize their lack of trust, and this affects commi...

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Bibliographische Detailangaben
Hauptverfasser: Bunker, Matthew P, Ball, Dwayne
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Consumer relations
Statistical analysis
Studies
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Beschreibung
Zusammenfassung:Trust with a focal service firm before a service failure and recovery, and commitment afterwards, are affected by previous serious service failures with other firms, a result not previously mentioned in the relationship literature. Customers can generalize their lack of trust, and this affects commitment. The results of a scenario-based experiment are discussed here, and explanations are providing using the social-cognitive concept of transference. [PUBLICATION ABSTRACT]
ISSN:0098-9258