After the horse has left the barn it's too late to close the door: a study of service firms' conflict handling ability

G. Walsh; N. Ndubisi; K.I.N. Ibeh

After the horse has left the barn it's too late to close the door: a study of service firms' conflict handling ability

G. Walsh, N. Ndubisi, K.I.N. Ibeh

Marketing

Research output: Contribution to conference › Paper

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

Access to Document

http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-034.pdf

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Cite this

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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.",

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N2 - 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.

AB - 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.

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KW - service firms

KW - Malaysia

KW - customer perceptions of customer orientation

KW - customer loyalty

UR - http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-034.pdf

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