Skip to main content
SpringerLink
Log in

Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes

  • Empirical article
  • Published:
Service Business Aims and scope Submit manuscript

Abstract

Service failures can have serious effects on the development of customer–firm relationships, and service recovery processes are implemented to provide a solution to the problem. Prior research has suggested that service recovery efforts lead to different responses from customers. This study offers new insights by investigating the moderating roles of customer loyalty and involvement in the service recovery process. The study focuses on the mobile phone industry and the results reveal that the relationship between perceived effort and customer satisfaction is moderated by these two central relationship characteristics.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Abdul-Ghani E, Hyde K, Marshall R (2011) Emic and etic interpretations of engagement with a consumer-to-consumer online auction site. J Bus Res 64(10):1060–1066

    Article  Google Scholar 

  • Ashley C, Noble S, Naveen D, Lemon N (2010) Why customers won’t relate: obstacles to relationship marketing engagement. J Bus Res 64(7):749–756

    Article  Google Scholar 

  • Balaji M (in press) Investing in customer loyalty: the moderating role of relational characteristics. Serv Bus 6:177–195

  • Bitner M, Booms B, Tetreault M (1990) The service encounter: diagnosing favourable and unfavourable incidents. J Mark 54:71–84

    Article  Google Scholar 

  • Blodgett J, Donna H, Stephens T (1997) The effects of distributive, procedural, and interactional justice on postcomplaint behaviour. J Retail 73(2):185–210

    Article  Google Scholar 

  • Bowden JL (2009) The process of customer engagement: a conceptual framework. J Mark Theory Pract 17(1):63–74

    Article  Google Scholar 

  • Brodie J, Hollebeek L, Juric B, Ilic A (2011) Consumer engagement: conceptual domain, fundamental propositions, and implications for research. J Serv Res 14(3):252–271

    Article  Google Scholar 

  • Burnham T, Frels J, Mahajan V (2003) Consumer switching costs: a typology, antecedents and consequences. J Acad Mark Sci 31(2):109–126

    Article  Google Scholar 

  • Butcher K, Sparks B, O'Callaghan F (2001) Evaluative and relational influences on service loyalty. Int J Serv Ind Manag 12(4):310–327

    Article  Google Scholar 

  • Cambra J, Berbel J, Ruiz R, Vázquez R (2011) Managing service recovery processes: the role of customers’ age. J Bus Econ Manag 12(3):503–528

    Article  Google Scholar 

  • Cambra J, Melero I, Sese J (2014) From dissatisfied customers to evangelist of the firms: a study of the Spanish mobile service sector. Bus Res Q 17(1):1–12

    Article  Google Scholar 

  • Carmines E, Zeller R (1979) Reliability and validity assessment. In: Sage University Paper series on quantitative applications in the social sciences (07-017). Sage, Beverly Hills, CA

  • Cassel C, Hackl P, Westlund A (1999) Robustness of partial least-squares method for estimating latent variable quality structures. J Appl Stat 26(4):435–446

    Article  Google Scholar 

  • Chang Y, Chang YH (2010) Does service recovery affect satisfaction and customer loyalty? An empirical study of airline services. J Air Transp Manag 16:340–342

    Article  Google Scholar 

  • Chen P, Hitt L (2002) Measuring switching costs and their determinants in Internet enabled businesses: a study of the online brokerage industry. Inf Syst Res 13(5):255–274

    Article  Google Scholar 

  • Chin W (1998) Issues and opinion on structural equation modelling. MIS Q 22(1):7–15

    Google Scholar 

  • Chung H (2009) Structure of marketing decision making and international marketing standardization strategies. Eur J Mark 43(5–6):794–811

    Article  Google Scholar 

  • Cunliffe M, Johnston R (2008) Complaint management and the role of the chief executive. Serv Bus 2(1):47–63

    Article  Google Scholar 

  • De Matos A, Henrique L, Vargas A (2007) Service recovery paradox: a meta-analysis. J Serv Res 10(3):60–77

    Article  Google Scholar 

  • DeWitt T, Nguyen D, Marshall R (2008) Exploring customer loyalty following service recovery. J Serv Res 10(3):269–281

    Article  Google Scholar 

  • Dick A, Basu K (1994) Customer loyalty: toward an integrated conceptual framework. J Acad Mark Sci 22(2):99–113

    Article  Google Scholar 

  • Druckenmiller G (2009) Customer engagement: using technology to build relationships. Mintz & Hoke Communications Group, www.mintz-hoke.com

  • Estelami H (2003) Sources, characteristics, and dynamics of postpurchase price complaints. J Bus Res 56(5):411–419

    Article  Google Scholar 

  • Fornell C, Larcker D (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50

    Article  Google Scholar 

  • Gelbrich K (2010) Anger, frustration, and helplessness after service failure: coping strategies and effective informational support. J Acad Mark Sci 38(5):567–585

    Article  Google Scholar 

  • Gelbrich K, Roschk H (2011) A meta-analysis of organizational complaint handling and customer responses. J Serv Res 14(1):24–43

    Article  Google Scholar 

  • Gupta S, Lehmann D, Stuart J (2004) Valuing customers. J Mark Res 41:7–18

    Article  Google Scholar 

  • Ha J, Jang S (2009) Perceived justice in service recovery and behavioural intentions: the role of relationship quality. Int J Hosp Manag 28(3):319–327

    Article  Google Scholar 

  • Hair J, Sarstedt M, Ringle C, Mena J (2012) An assessment of the use of partial least squares structural equation modeling in market research. J Acad Mark Sci 40(3):414–433

    Article  Google Scholar 

  • Harker J, Egan J (2006) The past, present and future of relationship marketing. J Mark Manag 22(1):215–242

    Article  Google Scholar 

  • Hennig-Thurau K, Gwinner P, Gremler D (2002) Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. J Serv Res 4(3):230–247

    Article  Google Scholar 

  • Higgins E, Scholer A (2009) Engaging the consumer: the science and art of the value creation process. J Consum Psychol 19(2):100–114

    Article  Google Scholar 

  • Hocutt M, Stone T (1998) The impact of employee empowerment on the quality of a service recovery effort. J Qual Manag 3(1):117–132

    Article  Google Scholar 

  • Homburg C, Fürst A (2005) How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach. J Mark 69(3):95–114

    Article  Google Scholar 

  • Huang W (2008) The impact of other-customer failure on service satisfaction. Int J Serv Ind Manag 19(4):521–536

    Article  Google Scholar 

  • Jayawardhena C, Kuckertz A, Karjaluoto H, Kautonen T (2009) Antecedents to permission based mobile marketing: an initial examination. Eur J Mark 43(3–4):473–499

    Article  Google Scholar 

  • Johnston R, Michel S (2008) Three outcomes of service recovery. Int J Oper Prod Manag 28(1):79–99

    Article  Google Scholar 

  • Joireman J, Gregoire Y, Devezer B, Tripp T (2013) When do customers offer a second chance following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. J Retail 89(3):315–337

    Article  Google Scholar 

  • Jones M, Reynolds K, Mothersbaugh D, Beatty S (2007) The positive and negative effects of switching costs on relational outcomes. J Serv Res 9(4):335–355

    Article  Google Scholar 

  • Karatepe O (2006) Customer complaints and organizational responses: the effects of complaints’ perceptions of justice on satisfaction and loyalty. Int J Hosp Manag 25(1):69–90

    Article  Google Scholar 

  • Kau A-K, Loh E (2006) The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants. J Serv Mark 20(2):101–111

    Article  Google Scholar 

  • Keil M, Tan B, Wei K, Saarinen T, Tuunainen V, Wassenaar A (2000) A cross-cultural study on escalation of commitment behaviour in software projects. MIS Q 24(2):299–325

    Article  Google Scholar 

  • Kim S, Oh J (2012) Employee emotional response toward healthcare organization’s service recovery efforts and its influences on service recovery performance. Serv Bus 6(3):297–321

    Article  Google Scholar 

  • Kumar V, Aksoy L, Donkers B, Venkatesan R, Wiesel T, Tillmanns S (2010) Undervalued or overvalued customers: capturing total customer engagement value. J Serv Res 13(3):297–310

    Article  Google Scholar 

  • Kumar P, Dass M, Topaloglu O (2011) Exploring satisfaction in business-to-business services: a path-analytic approach. Serv Bus 5(1):13–27

    Article  Google Scholar 

  • Kumar V, Pozza I, Ganesh J (2013) Revisiting the satisfaction-loyalty relationship: empirical generalizations and directions for future research. J Retail 89(3):246–262

    Article  Google Scholar 

  • Lindgreen A, Palmer R, Wetzels M, Antioco M (2009) Do different marketing practices require different leadership styles? J Bus Ind Mark 24(1):14–26

    Article  Google Scholar 

  • Mathwick C, Malhotra N, Rigdon E (2001) Experiential value: conceptualization, measurement, and application in the catalogue and internet shopping environment. J Retail 77(1):39–54

    Article  Google Scholar 

  • Mattila A, Patterson P (2004) The impact of culture on consumers’ perceptions of service recovery efforts. J Retail 80(3):196–206

    Article  Google Scholar 

  • Maxham J (2001) Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. J Bus Res 54(1):11–24

    Article  Google Scholar 

  • Maxham J, Netemeyer R (2002) Modelling customer perceptions of complaints handling over time: the effect of perceived justice on satisfaction and intent. J Retail 78(4):239–252

    Article  Google Scholar 

  • McColl-Kennedy J, Sparks B (2003) Application of fairness theory to service failures and service recovery. J Serv Res 5(3):251–266

    Article  Google Scholar 

  • Michel S, Meuter M (2008) The service recovery paradox: true but overrated? Int J Serv Ind Manag 19(4):441–457

    Article  Google Scholar 

  • Miller J, Craighead C, Karwan K (2000) Service recovery: a framework and empirical investigation. J Oper Manag 18(4):387–400

    Article  Google Scholar 

  • Miranda-Gumucio L, Gil-Pechuán I, Palacios-Marqués M (2013) An exploratory study of the determinants of switching and loyalty in prepaid cell phone users: an application of concept mapping. Serv Bus 7(4):603–622

    Article  Google Scholar 

  • Morgan R, Hunt S (1994) The commitment-trust theory of marketing relationships. J Mark 58:20–38

    Article  Google Scholar 

  • Morrison O, Huppertz J (2010) External equity, loyalty program membership, and service recovery. J Serv Mark 24(3):244–254

    Article  Google Scholar 

  • Nikbin D, Ismail I, Marimuthu M (2013) The relationship between informational justice, recovery satisfaction and loyalty: the moderating role of failure attributions. Serv Bus 7(3):419–435

    Article  Google Scholar 

  • Oliver R (1999) Whence consumer loyalty? J Mark 63 (Special Issue):33–44

  • Orsingher C, Valentini S, De Angelis M (2010) A meta-analysis of satisfaction with complaint handling in services. J Acad Mark Sci 38(2):169–186

    Article  Google Scholar 

  • Palmatier R, Rajiv PD, Dhruv G, Kenneth R (2006) Factors influencing the effectiveness of relationship marketing: a meta-analysis. J Mark 70:136–153

    Article  Google Scholar 

  • Palmatier R, Jarvis C, Bechkoff J, Kardes F (2009) The role of customer gratitude in relationship marketing. J Mark 73:1–18

    Article  Google Scholar 

  • Petersen J, Mcalister A, Reibstein D, Winer R, Kumar V, Atkinson G (2009) Choosing the right metrics to maximize profitability and shareholder value? J Retail 85(1):95–111

    Article  Google Scholar 

  • Polo Y, Sese FJ (2009) How to make switching costly: the role of marketing and relationship characteristics. J Serv Res 12(2):119–137

    Article  Google Scholar 

  • Schoefer K, Diamantopoulos A (2008) Measuring experienced emotions during service recovery encounters: construction and assessment of the ESRE scale. Serv Bus 2(1):65–81

    Article  Google Scholar 

  • Smith A, Bolton R, Wagner J (1999) A model of customer satisfaction with service encounters involving failure and recovery. J Mark Res 36:356–372

    Article  Google Scholar 

  • Sparks B, McColl-Kennedy J (2001) Justice strategy options for increased customer satisfaction in a services recovery setting. J Bus Res 54(3):209–218

    Article  Google Scholar 

  • Tax S, Brown S, Chandrashekaran M (1998) Customer evaluations of service complaint experiences: implications for relationship marketing. J Mark 62:60–76

    Article  Google Scholar 

  • van Doorn J, Lemon K, Mittal V, Nass S, Pick D, Pirner P, Verhoef P (2010) Customer engagement behaviour: theoretical foundations and research directions. J Serv Res 13(3):253–266

    Article  Google Scholar 

  • Verhoef P, Reinartz W, Krafft M (2010) Customer engagement as a new perspective in customer management. J Serv Res 13(3):247–252

    Article  Google Scholar 

  • Vivek S (2009) A scale of consumer engagement. Doctor of Philosophy Dissertation, Department of Management and Marketing, Graduate School–The University of Alabama, UMI. Microform 3369775

  • Voorhees C, Brady M (2005) A service perspective on the drivers of complaint intentions. J Serv Res 8(2):192–204

    Article  Google Scholar 

  • Zeithaml V, Berry L, Parasuranam A (1996) The behavioural model of service failure and recovery strategies. J Mark 60:31–46

    Article  Google Scholar 

Download references

Acknowledgments

Financial support from the Ministry of Science and Technology of Spain (ECO2011-23027) and from Generés (S09) and Fondo Social Europeo are gratefully acknowledged. The authors appreciate the financial support received from the projects ECO2011-23027 and PRI-AIBDE-2011-1329 (MICINN, FEDER), and S09-PM062 (Spanish Regional Government of Aragón), as well as for their recognition as members of the research group GENERES (http://generes.unizar.es/en/).

Author information

Authors and Affiliations

  1. Department of Marketing, University Pablo de Olavide, Ctra. de Utrera, 41013, Seville, Spain

    Jesús Cambra-Fierro

  2. Department of Marketing, University of Zaragoza, Gran Vía 2, 50005, Saragossa, Spain

    Iguácel Melero-Polo & Javier Sese

Authors
  1. Jesús Cambra-Fierro
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Iguácel Melero-Polo
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Javier Sese
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jesús Cambra-Fierro.

Appendices

Appendix 1

See Tables 7, 8 and 9.

Table 7 Measurement scales
Full size table
Table 8 Measurement scales
Full size table
Table 9 Measurement scales
Full size table
Table 10 Discriminant validity for structural model variables
Full size table

Appendix 2

See Tables 10, 11 and 12.

Table 11 Discriminant validity for structural model variables
Full size table
Table 12 Discriminant validity for structural model variables
Full size table

Rights and permissions

Reprints and permissions

About this article

Cite this article

Cambra-Fierro, J., Melero-Polo, I. & Sese, J. Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes. Serv Bus 9, 297–320 (2015). https://doi.org/10.1007/s11628-013-0228-4

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11628-013-0228-4

Keywords

Search

Navigation