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Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery

Author

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  • Balaji, M.S.
  • Jha, Subhash
  • Sengupta, Aditi Sarkar
  • Krishnan, Balaji C.

Abstract

This study examines the role of consumer cynicism in service recovery, specifically the process through which cynicism influences customer satisfaction. This study also investigates the role of customer participation in the recovery process when alleviating outcomes among cynical customers. Across one pilot study and two experiments, we demonstrate that cynicism negatively moderates the effects of perceived justice on satisfaction. Additionally, we demonstrate the mediating role of negative inferred motive in the relationship between perceived justice and customer satisfaction. Highly cynical customers were found to less favorably evaluate customer satisfaction than less cynical customers, as they infer recovery efforts to be motivated by firms' self-interest rather than customers' interest. We also demonstrate that increasing customer participation in service recovery through joint recovery can overcome adverse outcomes and increase customer satisfaction among highly cynical customers. These findings offer important insights for service managers in designing effective service recovery strategies for cynical customers.

Suggested Citation

  • Balaji, M.S. & Jha, Subhash & Sengupta, Aditi Sarkar & Krishnan, Balaji C., 2018. "Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery," Journal of Business Research, Elsevier, vol. 86(C), pages 109-118.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:109-118
    DOI: 10.1016/j.jbusres.2018.01.023
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    References listed on IDEAS

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    2. Joireman, Jeff & Karabas, Ismail & Munaganti, Pavan, 2024. "Customer backlash against pandemic Surcharges: The mediating role of inferred negative motives and implications for the “Surcharge Economy”," Journal of Business Research, Elsevier, vol. 184(C).
    3. Ho, Mia Hsiao-Wen & Chung, Henry F.L. & Kingshott, Russel & Chiu, Chun-Chen, 2020. "Customer engagement, consumption and firm performance in a multi-actor service eco-system: The moderating role of resource integration," Journal of Business Research, Elsevier, vol. 121(C), pages 557-566.
    4. Yves Van Vaerenbergh & Simon Hazée & Annelies Costers, 2018. "Customer participation in service recovery: a meta-analysis," Marketing Letters, Springer, vol. 29(4), pages 465-483, December.
    5. Azemi, Yllka & Ozuem, Wilson & Howell, Kerry E. & Lancaster, Geoff, 2019. "An exploration into the practice of online service failure and recovery strategies in the Balkans," Journal of Business Research, Elsevier, vol. 94(C), pages 420-431.
    6. Chan, Kimmy Wa & Gong, Taeshik & Sharma, Piyush & Chu, Candace, 2022. "Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies," Journal of Business Research, Elsevier, vol. 150(C), pages 297-310.
    7. Robyn McCormack & Rafi M. M. I. Chowdhury, 2024. "Moral disengagement and neutralization techniques as explanations of unethical behavior," Journal of Consumer Affairs, Wiley Blackwell, vol. 58(2), pages 630-662, June.
    8. Weng Marc Lim & Victor Saha & Manish Das, 2025. "From service failure to brand loyalty: evidence of service recovery paradox," Journal of Brand Management, Palgrave Macmillan, vol. 32(4), pages 257-281, July.
    9. Zhang, Yu & Yuan, Yafen & Su, Jiafu & Xiao, Yan, 2021. "The effect of employees' politeness strategy and customer membership on customers' perception of co-recovery and online post-recovery satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Cagla Pinar Utkutug, 2024. "The mediating effect of consumers’ perceived ethicality in the relationship between consumer cynicism/material values and affective commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 583-598, September.
    11. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    12. Folse, Judith Anne Garretson & Bock, Dora E. & Mangus, Stephanie M. & Lindsey Hall, Kristina K., 2025. "Online chat encounters: Satisfying customers through dialogical interaction," Journal of Business Research, Elsevier, vol. 190(C).
    13. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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