Dissatisfaction after service failures as a realized transaction risk: Customer opportunism as a function of external and internal rewards

Denis Khantimirov, Kiran Karande and John Ford

Journal of Retailing and Consumer Services, 2020, vol. 52, issue C

Abstract: An increasing number of customers claim what they can, rather than what they deserve after service failures. Drawing on insights from economics and social psychology, the present manuscript regards dissatisfaction triggered by the service failure as a realized transaction risk and advances understanding of opportunistic claiming behavior by empirically investigating the role of a customer's perceived inequity with the service recovery process in triggering the intention to make opportunistic claims. The manuscript highlights the importance of perceived customer power when it comes to engaging in opportunism; this relationship becomes more pronounced in negative inequity situations after experiencing a service failure.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919301614

DOI: 10.1016/j.jretconser.2019.101896

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