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Consumer complaining behavior in banking: the influence of brand image on brand forgiveness and negative word-of-mouth

Author

Listed:
  • Petek Tosun

    (Kadir Has University)

  • Merve Yanar Gürce

    (American International University)

Abstract

This study has established a conceptual model regarding the impacts of brand image, which consists of two subdimensions, “corporate social responsibility (CSR) image” and “personnel image,” and brand trust on brand forgiveness and consumer complaining behavior in retail banking. Through a quantitative analysis, the findings showed that favorable CSR image and personnel image positively influence brand forgiveness, reducing negative word-of-mouth in cases of service failures. However, brand forgiveness does not stop consumers from voicing their complaints directly to the firm. Consumers with lower brand trust, brand forgiveness, and brand image are more likely to voice their complaints to third parties.

Suggested Citation

  • Petek Tosun & Merve Yanar Gürce, 2024. "Consumer complaining behavior in banking: the influence of brand image on brand forgiveness and negative word-of-mouth," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 203-213, June.
    • Handle: RePEc:pal:jofsma:v:29:y:2024:i:2:d:10.1057_s41264-022-00194-5
    DOI: 10.1057/s41264-022-00194-5
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    References listed on IDEAS

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    1. Ghazal Shams & Mohsin Abdur Rehman & Sarminah Samad & Raouf Ahmad Rather, 2020. "The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 25(1), pages 25-34, June.
    2. 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.
    3. Casidy, Riza & Shin, Hyunju, 2015. "The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 103-112.
    4. Merve Yanar Gürce & Petek Tosun & Güzide Öncü Eroglu Pektaº, 2022. "Brand Love and Brand Forgiveness: An Empirical Study in Turkey," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(14), pages 22-39.
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