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Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type

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  • Ramakrishna Salagrama

    (Indian Institute of Management Raipur)

  • Sanjeev Prashar

    (Indian Institute of Management Raipur)

  • T. Sai Vijay

    (Indian Institute of Management Ranchi)

Abstract

The study investigates how customers in exchange and communal relationships differ in evaluating the recovery efforts of service providers after a service failure. This research addresses the literature gap by examining specific antecedents, leading to the discrete emotion—gratitude and word of mouth. A 2 (relationship norm types: exchange vs communal) × 2 (perceived effort: low vs high) × 2 (outcome desirability: low vs high) between-subjects factorial design experiment was developed for data collection. The results suggest that perceived effort and outcome desirability significantly influence gratitude. However, exchange and communal customers’ perceived effort differs in low and high desirability situations.

Suggested Citation

  • Ramakrishna Salagrama & Sanjeev Prashar & T. Sai Vijay, 2021. "Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 757-779, December.
    • Handle: RePEc:spr:svcbiz:v:15:y:2021:i:4:d:10.1007_s11628-021-00468-3
    DOI: 10.1007/s11628-021-00468-3
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