Abstract
Previous research in service contexts finds customers feel guilty after they violate a social norm. Such contexts may include the customer not leaving a tip, being late, or trying a different service provider (i.e., cheating). Interestingly, despite being a negative emotion, prior research shows customer-induced guilt leads to increased repatronage intention (Dahl et al. 2003, 2005). Guilt is associated with the action tendency of feeling like undoing what one has done (Swartz 1994). Accordingly, guilt can motivate positive change (Tangney and Dearing 2002), such as apologizing or engaging in other reparative actions (Tangney and Dearing 2002).
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Moulard, J.G., Pounders, K.R., Babin, B.J. (2018). Examining Service Provider Response to Guilty Customers: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_65
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DOI: https://doi.org/10.1007/978-3-319-68750-6_65
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