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The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery

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  • Wolter, Jeremy S.
  • Bacile, Todd J.
  • Smith, Jeffery S.
  • Giebelhausen, Michael

Abstract

The current research examines the difference between strong self-relevant (SR) customer-brand relationships (as represented by brand identification and self-brand connection) and strong self-neutral (SN) brand relationships (as represented by quality, satisfaction, and trust) in the context of service failure and recovery. Whereas strong SR relationships foster a sense of entitlement in customers after service failure, strong SN relationships foster forgiveness. As a result, SR relationships increase recovery expectations and subsequent complaint behavior whereas SN relationships decrease complaint behavior. Study 1 examines these effects using complaint behavior for airlines. Study 2 confirms these effects on survey data from hotel customers and Study 3 then explores the phenomenon more deeply in a controlled situation using scenario-based surveys. Viewed holistically, the results help further understanding of how a brand's deep, customer relationships can either become a thorn in the company's side or provide forbearance.

Suggested Citation

  • Wolter, Jeremy S. & Bacile, Todd J. & Smith, Jeffery S. & Giebelhausen, Michael, 2019. "The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery," Journal of Business Research, Elsevier, vol. 104(C), pages 233-246.
    • Handle: RePEc:eee:jbrese:v:104:y:2019:i:c:p:233-246
    DOI: 10.1016/j.jbusres.2019.07.008
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    7. Honora, Andreawan & Chih, Wen-Hai & Wang, Kai-Yu, 2022. "Managing social media recovery: The important role of service recovery transparency in retaining customers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Kaur, Puneet & Talwar, Shalini & Islam, Nazrul & Salo, Jari & Dhir, Amandeep, 2022. "The effect of the valence of forgiveness to service recovery strategies and service outcomes in food delivery apps," Journal of Business Research, Elsevier, vol. 147(C), pages 142-157.
    9. Wang, Yonggui & Zhang, Lu, 2021. "How customer entitlement influences supplier performance in B2B relationships in emerging economy? A moderated mediation model of institutional environments," Journal of Business Research, Elsevier, vol. 134(C), pages 689-700.
    10. Xie, Jifei & Wu, Haoyu & Liu, Kexi & Cui, Yunce & Zhang, Xiaofei, 2024. "Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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