Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering

By Teck Ming Tan, M. Balaji, Eeva‐Liisa Oikarinen, Sari Alatalo, Jari Tapani Salo. 2021

94 citations recorded by the source corpus.

Abstract Brand managers inevitably have to face service failures and respond to them. Undertaking brand recovery is essential as customers might desire to take revenge or spread negative word-of-mouth if they feel betrayed or disappointed by the brand following the service failure. Thus, it is necessary to understand customer responses to brand recovery, which depend on whether they feel betrayed or disappointed (while related, this paper distinguishes these feelings). This research challenges the conventional wisdom by demonstrating that, after presenting customers with an exclusive brand offering during the brand recovery, brand betrayal predicts a positive brand attitude and brand disappointment predicts a negative brand attitude with the service failure. Further, the brand attitude mediates the positive relationship between brand betrayal, positive word-of-mouth, and the likelihood of recommending the brand to others. Thus, the quick recovery that follows an exclusive brand offering positively impacts on the brand relationship among betrayed customers.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/d727b145559f9792ad29446ada34e4bb32d221e3

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In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective (2021, background): “Research suggests that although customers may be disappointed in an experience, they might not take it as a personal loss, and are more prone to switch to another brand than invest in reconciling with the brand following recovery offerings (Tan et al., 2021).”
Making and breaking relationships on social media: the impacts of brand and influencer betrayals (2021, background): “…between consumers and brands (Reimann et al., 2018), even leading to negative behaviours toward brands when there is a lack of brand recovery effort (MacInnis and Folkes, 2017; Tan et al., 2021), consumers are expected to have lower levels of positive attitudes and trust toward a betraying brand.”