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Whom do customers blame for a service failure? Effects of thought speed on causal locus attribution

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  • Pacheco, Natália Araújo
  • Geuens, Maggie
  • Pizzutti, Cristiane

Abstract

This research investigates the impact of customers’ thought speeds in a service failure setting. Fast-thinking induces not only heuristic processing, but also positive affect. As both factors predict a different outcome on whom customers blame for the failure, this study examines rival hypotheses. Findings from three experiments show that fast-thinking leads respondents to attribute failures to the service providers (i.e., showing a self-serving bias). In addition, fast-thinking also has more downstream consequences, as it negatively affects repurchase intentions and positively affects intentions to spread negative word of mouth. Therefore, service providers are encouraged to stimulate slow thought during service encounters.

Suggested Citation

  • Pacheco, Natália Araújo & Geuens, Maggie & Pizzutti, Cristiane, 2018. "Whom do customers blame for a service failure? Effects of thought speed on causal locus attribution," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 60-65.
    • Handle: RePEc:eee:joreco:v:40:y:2018:i:c:p:60-65
    DOI: 10.1016/j.jretconser.2017.09.006
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    References listed on IDEAS

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    1. Folkes, Valerie S, 1984. "Consumer Reactions to Product Failure: An Attributional Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(4), pages 398-409, March.
    2. Choi, Sunmee & Mattila, Anna S., 2008. "Perceived controllability and service expectations: Influences on customer reactions following service failure," Journal of Business Research, Elsevier, vol. 61(1), pages 24-30, January.
    3. Weiner, Bernard, 2000. "Attributional Thoughts about Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 382-387, December.
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    Cited by:

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