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The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior

Author

Listed:
  • Joana Boesche Tomazelli

    (PUCRS – Pontifícia Universidade Católica do Rio Grande do Sul)

  • Simoni F. Rohden

    (IPAM Lisboa)

  • Lélis Balestrin Espartel

    (PUCRS – Pontifícia Universidade Católica do Rio Grande do Sul
    IADE – Universidade Europeia)

Abstract

This study examines how construal levels affect the acceptability of dysfunctional customer behavior following service failure in restaurants. Across three experimental studies with online panel respondents (n = 555), we found that consumers feeling psychologically close to service providers are less likely to deem deviant actions acceptable. This stems from the trust they place in socially close service providers and their perceptions of failure controllability. Additionally, anticipated guilt plays a pivotal role in reducing the acceptability of dysfunctional behavior, particularly when seen as opportunistic. Our findings have implications for both academics and managers in understanding and addressing customer behavior post-service failures.

Suggested Citation

  • Joana Boesche Tomazelli & Simoni F. Rohden & Lélis Balestrin Espartel, 2024. "The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 18(1), pages 133-159, March.
    • Handle: RePEc:spr:svcbiz:v:18:y:2024:i:1:d:10.1007_s11628-024-00556-0
    DOI: 10.1007/s11628-024-00556-0
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    References listed on IDEAS

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