The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior

This study examines how construal levels affect the acceptability of dysfunctional customer behavior following service failure in restaurants. Across three experimental studies with online panel respondents ( n  = 555), we found that consumers feeling psychologically close to service providers are l...

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Veröffentlicht in:Service business 2024-03, Vol.18 (1), p.133-159
Hauptverfasser: Tomazelli, Joana Boesche, Rohden, Simoni F., Espartel, Lélis Balestrin
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creator Tomazelli, Joana Boesche
Rohden, Simoni F.
Espartel, Lélis Balestrin
description This study examines how construal levels affect the acceptability of dysfunctional customer behavior following service failure in restaurants. Across three experimental studies with online panel respondents ( n  = 555), we found that consumers feeling psychologically close to service providers are less likely to deem deviant actions acceptable. This stems from the trust they place in socially close service providers and their perceptions of failure controllability. Additionally, anticipated guilt plays a pivotal role in reducing the acceptability of dysfunctional behavior, particularly when seen as opportunistic. Our findings have implications for both academics and managers in understanding and addressing customer behavior post-service failures.
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subjects Attribution theory
Behavior
Business and Management
Consumers
Consumption
Customer services
Empirical Article
Employees
Failure
Fraud
Human Resource Management
Management
Perceptions
title The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior
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