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The relative impact of gratitude and transactional satisfaction on post-complaint consumer response

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  • Françoise Simon
  • Vesselina Tossan
  • Chantal Guesquière

Abstract

Consumer research has shown that satisfaction with complaint handling strongly favours word-of-mouth but affects repurchasing to a lesser extent. To better understand post-complaint consumer response, we propose and test a model in which both gratitude and transactional satisfaction are assumed to be critical mediators of the effects of recovery investments on performance outcomes. Our results show a contrasting pattern of results for each mediator. Whereas gratitude strongly influences repurchase intent but does not explain word-of-mouth intent, transactional satisfaction, with its effect on repurchase intent being fully mediated by the latter construct, strongly contributes to word-of-mouth intent. Drawing on the analysis of pre-existing brand attitude as a moderator, our findings also suggests that the mediating roles of gratitude and satisfaction rely on different psychological mechanisms. The implications of these findings are significant for service recovery researchers and managers. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Françoise Simon & Vesselina Tossan & Chantal Guesquière, 2015. "The relative impact of gratitude and transactional satisfaction on post-complaint consumer response," Marketing Letters, Springer, vol. 26(2), pages 153-164, June.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:2:p:153-164
    DOI: 10.1007/s11002-013-9271-0
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    References listed on IDEAS

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    1. Michelle L. Roehm & Michael K. Brady, 2007. "Consumer Responses to Performance Failures by High-Equity Brands," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 537-545, July.
    2. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    3. Andrea C. Morales, 2005. "Giving Firms an "E" for Effort: Consumer Responses to High-Effort Firms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 806-812, March.
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    1. Ramakrishna Salagrama & Sanjeev Prashar & T. Sai Vijay, 2021. "Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 757-779, December.
    2. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    3. Kim, Junghyun & Park, Taehoon, 2020. "How corporate social responsibility (CSR) saves a company: The role of gratitude in buffering vindictive consumer behavior from product failures," Journal of Business Research, Elsevier, vol. 117(C), pages 461-472.

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