Abstract
Despite significant recent research attention to service failures and service recovery, few
efforts investigate preemptive strategies as a means to avoid service failures. Drawing on
equity theory, we introduce the concept of conflict handling, which refers to a service firm's
capability to anticipate and equitably resolve conflicts in service interactions. In a survey of
two service contexts in Malaysia with more than 800 respondents, the authors find that
conflict handling influences satisfaction and trust but not customer perceptions of customer
orientation. Also, trust and customer perceptions of customer orientation mediate the
relationship between conflict handling and customer loyalty and between customer
satisfaction and customer loyalty.
Original language | English |
---|---|
Publication status | Published - 2009 |
Event | Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference - Melbourne, Australia Duration: 30 Dec 2009 → … |
Conference
Conference | Australia and New Zealand Marketing Academy Conference (ANZMAC) Annual Conference |
---|---|
City | Melbourne, Australia |
Period | 30/12/09 → … |
Keywords
- conflict handling
- service firms
- Malaysia
- customer perceptions of customer orientation
- customer loyalty