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Dissatisfaction after service failures as a realized transaction risk: Customer opportunism as a function of external and internal rewards

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  • Khantimirov, Denis
  • Karande, Kiran
  • Ford, John

Abstract

An increasing number of customers claim what they can, rather than what they deserve after service failures. Drawing on insights from economics and social psychology, the present manuscript regards dissatisfaction triggered by the service failure as a realized transaction risk and advances understanding of opportunistic claiming behavior by empirically investigating the role of a customer's perceived inequity with the service recovery process in triggering the intention to make opportunistic claims. The manuscript highlights the importance of perceived customer power when it comes to engaging in opportunism; this relationship becomes more pronounced in negative inequity situations after experiencing a service failure.

Suggested Citation

  • Khantimirov, Denis & Karande, Kiran & Ford, John, 2020. "Dissatisfaction after service failures as a realized transaction risk: Customer opportunism as a function of external and internal rewards," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919301614
    DOI: 10.1016/j.jretconser.2019.101896
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    Cited by:

    1. Yang, Yan & Hu, Jing, 2021. "Self-diminishing effects of awe on consumer forgiveness in service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Gong, Xiushuang & Wang, Hanwen & Zhang, Xiadan & Tian, Hui, 2022. "Why does service inclusion matter? The effect of service exclusion on customer indirect misbehavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Boadi, Evans Asante & He, Zheng & Antwi, Collins Opoku & Md Altab, Hossin & Bosompem, Josephine & Hinson, Robert Ebo & Atuobuah Boadi, Victoria, 2022. "Value co-creation and employee service behaviours: The moderating role of trust in employee - hotel relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Huang, Yu-Shan (Sandy) & Dootson, Paula, 2022. "Chatbots and service failure: When does it lead to customer aggression," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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