The role of relationship norms in responses to service failures

Lisa C. WAN, Michael K. HUI, Robert S. WYER

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

50 Citations (Scopus)

Abstract

A friendly relationship with a service provider can sometimes decrease the negative feelings that consumers experience as the result of a service failure. However, friendship is not always beneficial. When consumers focus their attention on the provider's obligation to respond to their needs, they react more negatively to a service failure when they are friends of the provider than when they have only a business relationship with him or her. When their attention is drawn to their own obligation in the relationship, however, the reverse is true. This difference is confirmed in four experiments in which the perspective from which participants imagined a service failure was activated either by unrelated experiences before being exposed to the failure or by features of the service encounter itself.
Original languageEnglish
Pages (from-to)260-277
Number of pages18
JournalJournal of Consumer Research
Volume38
Issue number2
DOIs
Publication statusPublished - 1 Jan 2011

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obligation
business relationship
friendship
service provider
experience
Service failure
experiment
Obligation
Consumer experience
Business relationships
Friendship
Experiment
Service provider
Service encounter
Service Encounter

Cite this

WAN, Lisa C. ; HUI, Michael K. ; WYER, Robert S. / The role of relationship norms in responses to service failures. In: Journal of Consumer Research. 2011 ; Vol. 38, No. 2. pp. 260-277.
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The role of relationship norms in responses to service failures. / WAN, Lisa C.; HUI, Michael K.; WYER, Robert S.

In: Journal of Consumer Research, Vol. 38, No. 2, 01.01.2011, p. 260-277.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

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