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The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery

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  • Wolter, Jeremy S.
  • Bacile, Todd J.
  • Smith, Jeffery S.
  • Giebelhausen, Michael

Abstract

The current research examines the difference between strong self-relevant (SR) customer-brand relationships (as represented by brand identification and self-brand connection) and strong self-neutral (SN) brand relationships (as represented by quality, satisfaction, and trust) in the context of service failure and recovery. Whereas strong SR relationships foster a sense of entitlement in customers after service failure, strong SN relationships foster forgiveness. As a result, SR relationships increase recovery expectations and subsequent complaint behavior whereas SN relationships decrease complaint behavior. Study 1 examines these effects using complaint behavior for airlines. Study 2 confirms these effects on survey data from hotel customers and Study 3 then explores the phenomenon more deeply in a controlled situation using scenario-based surveys. Viewed holistically, the results help further understanding of how a brand's deep, customer relationships can either become a thorn in the company's side or provide forbearance.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:104:y:2019:i:c:p:233-246
    DOI: 10.1016/j.jbusres.2019.07.008
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    Cited by:

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    7. Wang, Yonggui & Zhang, Lu, 2021. "How customer entitlement influences supplier performance in B2B relationships in emerging economy? A moderated mediation model of institutional environments," Journal of Business Research, Elsevier, vol. 134(C), pages 689-700.
    8. Pizzi, Gabriele & Vannucci, Virginia & Shukla, Yupal & Aiello, Gaetano, 2022. "Privacy concerns and justice perceptions with the disclosure of biometric versus behavioral data for personalized pricing tell me who you are, I’ll tell you how much you pay. Consumers’ fairness and p," Journal of Business Research, Elsevier, vol. 148(C), pages 420-432.

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