The effect of social proximity, attribution, and guilt on accepting dysfunctional customer behavior

Joana Boesche Tomazelli (), Simoni F. Rohden () and Lélis Balestrin Espartel ()
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Joana Boesche Tomazelli: PUCRS – Pontifícia Universidade Católica do Rio Grande do Sul
Simoni F. Rohden: IPAM Lisboa
Lélis Balestrin Espartel: PUCRS – Pontifícia Universidade Católica do Rio Grande do Sul

Service Business, 2024, vol. 18, issue 1, No 7, 133-159

Abstract: Abstract This study examines how construal levels affect the acceptability of dysfunctional customer behavior following service failure in restaurants. Across three experimental studies with online panel respondents (n = 555), we found that consumers feeling psychologically close to service providers are less likely to deem deviant actions acceptable. This stems from the trust they place in socially close service providers and their perceptions of failure controllability. Additionally, anticipated guilt plays a pivotal role in reducing the acceptability of dysfunctional behavior, particularly when seen as opportunistic. Our findings have implications for both academics and managers in understanding and addressing customer behavior post-service failures.

Keywords: Customer dishonesty; Construal level theory; Attribution theory; Guilt; Trust (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11628-024-00556-0

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