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Consumer evaluation of self-service innovation failure: the effect of brand equity and attribution

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  • Shuling Liao
  • Colin C. Cheng

Abstract

The purpose of this study is to examine how, when a self-service innovation fails, customers evaluate different levels of brand equity and how the brand equity effect is moderated by consumer attribution and service recovery. Based on two experimental studies, the results indicate that high-equity brands suffer less from the adverse effects of self-service innovation failures when compared with low-equity brands. However, self-service innovation failures are more detrimental to high-equity brands if they are caused by service providers' internal factors as well as low service recovery.

Suggested Citation

  • Shuling Liao & Colin C. Cheng, 2013. "Consumer evaluation of self-service innovation failure: the effect of brand equity and attribution," The Service Industries Journal, Taylor & Francis Journals, vol. 33(5), pages 467-485, April.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:5:p:467-485
    DOI: 10.1080/02642069.2011.614339
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    Cited by:

    1. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.
    2. Sarkar Sengupta, Aditi & Balaji, M.S. & Krishnan, Balaji C., 2015. "How customers cope with service failure? A study of brand reputation and customer satisfaction," Journal of Business Research, Elsevier, vol. 68(3), pages 665-674.
    3. Lin, Chiu Hui & Wu, Chih-Wen & Cheng, Yi-Han, 2015. "The empirical study of consumers' loyalty for display technology," Journal of Business Research, Elsevier, vol. 68(11), pages 2260-2265.
    4. Wu, Chih-Wen, 2014. "The study of service innovation for digiservice on loyalty," Journal of Business Research, Elsevier, vol. 67(5), pages 819-824.
    5. Park, Taehee & Yoo, Dongho, 2023. "Consumer perceptions of price increase by CSR: Focusing on construal level and consumer attribution," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 106(C).
    6. Jafarzadeh, Hamed & Tafti, Mahdi & Intezari, Ali & Sohrabi, Babak, 2021. "All's well that ends well: Effective recovery from failures during the delivery phase of e-retailing process," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Liao, Shuling & Chou, Cindy Yunhsin & Lin, Tzu-Han, 2015. "Adverse behavioral and relational consequences of service innovation failure," Journal of Business Research, Elsevier, vol. 68(4), pages 834-839.

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