Skip to main content

Advertisement

You are viewing the new article page. Let us know what you think. Return to old version

The dynamic role of “should expectation” in service recovery paradox

Abstract

This paper proposes a theoretical framework which applies concepts of “will expectation” and “should expectation” to exploring the effects of service recovery on customers’ post-recovery satisfaction. The relationship among customers’ perceptions of service recovery and their different expectations for service recovery will determine the probability of customers’ post-recovery satisfaction exceeding their pre-failure satisfaction (service recovery paradox, SRP). Only when perceptions are higher than both will and should expectations, SRP is much likely to occur. In other cases, it will be difficult to have SRP. We extend this theory to dynamic process. The proposed theory could explain the conflicting findings of previous studies about SRP. Results of exploratory studies provide empirical support for our theory in the static case. Managerial implications and further research direction are also discussed.

摘要

通过提出一个理论框架, 试图解决已有文献中关于服务补救悖论是否存在的争论。 在引入“可能期望”和“应该期望”的概念的基础上, 针对单次补救和多次补救的情境, 讨论了两种期望和服务补救感知之间的关系以及对服务补救满意度的影响。 结论认为服务补救感知和应该期望之间的不一致才是导致服务补救悖论产生的直接原因, 从理论上解决了对服务补救悖论的矛盾发现。 最后讨论了这一理论的学术和实践意义。

References

  1. Almquist E, Heaton C, Hall N (2002). Making CRM make money. Marketing Management, 11(3): 16

  2. Andreassen T W (2001). From disgust to delight: Do customers hold a grudge? Journal of Service Research, 4(1): 39–49

  3. Bitner M J (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2): 69–82

  4. Bolton R N, Drew J H (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(March): 375–384

  5. Boulding W, Kalra A, Staelin R, Zeithaml V A (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, (February): 7–27

  6. Coyne K P (1989). Beyond service fads: Meaningful strategies for the real world. Sloan Management Review, (summer): 69–76

  7. Fornell C, Wernerfelt B (1987). Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Maketing Research, 24(November): 337–346

  8. Gilly M C, Cron W L, Barry T E (1983). The expectation-performance comparison process: An investigation of expectation types. In: International Fare in Consumer Satisfaction and Complaining Behavior. Ralph L. Day and H. Keith Hunt, eds. Blooming Ton, IN: School of Business, Indiana University, 10–16

  9. Hess Jr R L, Ganesan S, Klein N M (2003). Service failure and recovery: The impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2): 127–145

  10. Kelly S W, Hoffman K D, Davis M A (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4): 429–452

  11. Maxham III J G, Netemeyer R G (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4): 57–71

  12. McColl-Kennedy J R, Daus C S, Sparks B A (2003). The role of gender in reactions to service failure and recovery. Journal of Service Research, 6(1), 66–82

  13. McCollough M A, Berry L L, Yadav M S (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2): 121–137

  14. Oliver R L (1977). Effect of expectation and disconfirmation on post-exposure product evaluation: An alternative interpretation. Journal of Applied Psychology, 62(April): 480–486

  15. Oliver R L (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(November): 460–469

  16. Prakash V (1984). Validity and reliability of the confirmation of expectations paradigm as a determinant of consumer satisfaction. Journal of the Academy of Marketing Science, 12 (Fall), 63–76

  17. Parasuraman A, Valarie A Z, Leonard L B (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): 12–40

  18. Reichheld F F (1993). Loyalty-based management. Harvard Business Review, 71(March/April): 64–74

  19. Smith A K, Bolton R N (1998). An experimental investigation of customer reactions of service failure and recovery encounter: Paradox or peril? Journal of Service Research, 1(1): 65–81

  20. Smith A K, Bolton R N (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1): 5–23

  21. Swan J E, Trawick F I (1980). Satisfaction related to predictive vs. desired expectations: A field study. In: New Findings on Consumer Satisfaction and Complaining, Ralph L D, Hunt H K (eds.). School of Business, Indiana University, 15–22

  22. Tax S S, Brown S W, Chandrashekaran M (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2): 60–76

  23. Teas R K (1981). An empirical test of models of salesperson’s job expectancy and instrumentality perceptions. Journal of Marketing Research, 18(May): 209–226

  24. Tse D K, Wilton P C (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(May): 204–212

  25. Zeithaml V A (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3): 2–22

  26. Zeithaml V A, Berry L L, Parasuraman A (1991). The nature and determinants of customer expectations of service. Working paper, Marketing Science Institute

  27. Zeithaml V A, Berry L L, Parasuraman A (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2): 31–46

Download references

Author information

Correspondence to Ke Chen.

Additional information

Translated and revised partly from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, (4): 28–37, and partly from Guanli Pinglun 管理评论 (Management Review), 2009, (1): 53–58

Rights and permissions

Reprints and Permissions

About this article

Keywords

  • will expectation
  • should expectation
  • service recovery paradox
  • customer satisfaction

关键词

  • 可能期望
  • 应该期望
  • 服务补救悖论
  • 顾客满意度