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Explaining consumer complaining behaviour in double deviation scenarios: the banking services

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  • Ana B. Casado-Díaz
  • Juan L. Nicolau-Gonzálbez

Abstract

Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in marketing literature. The crucial question is what happens after these critical encounters, which behaviour or set of behaviours the customers are prone to follow and how customers' perceptions of the firm's recovery efforts influence these behaviours. For the analysis of choice of the type of response (no action, complaining, exit, and complaining and exit), we estimate ordered probit models. The results of our study show that the magnitude of service failure, recovery strategies, distributive and procedural justice, recovery-related emotions and satisfaction with service recovery have a significant effect on customers' choice of the type of response, the latter showing the highest impact. Implications from the findings are offered.

Suggested Citation

  • Ana B. Casado-Díaz & Juan L. Nicolau-Gonzálbez, 2007. "Explaining consumer complaining behaviour in double deviation scenarios: the banking services," The Service Industries Journal, Taylor & Francis Journals, vol. 29(12), pages 1659-1668, September.
    • Handle: RePEc:taf:servic:v:29:y:2007:i:12:p:1659-1668
    DOI: 10.1080/02642060902793524
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    Cited by:

    1. 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.

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