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Moderating effect of discriminatory attributions on repatronage intentions

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  • Baker, Thomas L.
  • Meyer, Tracy

Abstract

This research investigates the role of social context at the time of a service failure. The negativity of the service failure has the potential to escalate when consumers who are part of a traditionally stigmatized group believe the service failure to be a purposeful event brought on by physically observable differences in appearance. A small exploratory study and two large scale data collections are conducted to validate a measure of transaction specific attributions of discrimination (TSAD) to enhance our understanding of the issue. The moderating effect of TSAD is demonstrated on repatronage intentions to the service firm.

Suggested Citation

  • Baker, Thomas L. & Meyer, Tracy, 2012. "Moderating effect of discriminatory attributions on repatronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 211-217.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:2:p:211-217
    DOI: 10.1016/j.jretconser.2012.01.002
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    References listed on IDEAS

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    1. Kim, Jae-Eun & Ju, Hae Won & Johnson, Kim K.P., 2009. "Sales associate's appearance: Links to consumers’ emotions, store image, and purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 407-413.
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    5. Söderlund, Magnus & Julander, Claes-Robert, 2009. "Physical attractiveness of the service worker in the moment of truth and its effects on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 216-226.
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    Cited by:

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    2. Bozkurt, Sıddık & Gligor, David, 2021. "Distinguishing between the impact of social media public and private compliments on customers’ future service recovery expectations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Alex H. Cohen & Jorge E. Fresneda & Rolph E. Anderson, 2020. "What retailers need to understand about website inaccessibility and disabled consumers: Challenges and opportunities," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(3), pages 854-889, September.

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