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Consumer responses to service situations: Tests for main and interaction effects

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  • Watson, Stevie

Abstract

This research examines the effects of service criticality, service type, previous service experience, and service recovery on customer satisfaction, customer loyalty, and complaint behavior. The results of a 2 (service criticality: high or low) x2 (service type: personal or nonpersonal) x 2 (previous service experience: failure or nonfailure) x3 (service recovery: assistance only, compensation only, or assistance with compensation) between-subjects experimental design indicate significant main effects for each independent variable on the combined dependent measures. In addition, two-way interaction effects, each involving service type, were found. Managerial implications and future research directions are discussed.

Suggested Citation

  • Watson, Stevie, 2012. "Consumer responses to service situations: Tests for main and interaction effects," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 287-296.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:3:p:287-296
    DOI: 10.1016/j.jretconser.2012.02.003
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    References listed on IDEAS

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    2. Bambauer-Sachse, Silke & Rabeson, Landisoa, 2015. "Determining adequate tangible compensation in service recovery processes for developed and developing countries: The role of severity and responsibility," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 117-127.
    3. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
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    5. Schamari, Julia & Schaefers, Tobias, 2015. "Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 20-33.

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