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Adverse behavioral and relational consequences of service innovation failure

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  • Liao, Shuling
  • Chou, Cindy Yunhsin
  • Lin, Tzu-Han

Abstract

This study uses a scenario-based online survey to examine how service innovation failure may cause consumer avoidance behavior and impair the quality of the consumer–brand relationship. The results of structural equation modeling of 424 responses reveal that dysfunctional service behavior causes anti-consumption and dysfunctional customer behavior, which eventually lead to a poor-quality brand relationship. This study shows how unsuccessful service innovation may give rise to adverse behavioral and relational consequences among consumers and suggests that frontline employee training should focus on the efficient delivery of innovative service.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:4:p:834-839
    DOI: 10.1016/j.jbusres.2014.11.037
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    Cited by:

    1. Roper, Stephen & Bourke, Jane, 2022. "Innovating into trouble: When innovation leads to customer complaints," Research Policy, Elsevier, vol. 51(10).
    2. Huang, Dan & Jin, Xin & Coghlan, Alexandra, 2021. "Advances in consumer innovation resistance research: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    3. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    4. Cindy Yunhsin Chou & Chin Hsiu Huang & Tzu-An Lin, 2018. "Organizational intellectual capital and its relation to frontline service employee innovative behavior: consumer value co-creation behavior as a moderator," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 663-684, December.
    5. Chang Joseph W., 2017. "The adverse effects of inferior innovations," Management & Marketing, Sciendo, vol. 12(3), pages 361-375, September.

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