Customer satisfaction and loyalty after a double deviation: the fundamental role of personalized repairs and relational, non-transactional management

Asmaa Belhour, Yohan Bernard () and Jean-François Notebaert ()
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Asmaa Belhour: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE], IAE Franche Comté - Institut d'Administration des Entreprises de Franche Comté - Besançon - UFR SJEPG - UFR de Sciences juridiques, économiques, politiques et de gestion - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE], IAE Franche Comté - Institut d'Administration des Entreprises de Franche Comté - Besançon - UFR SJEPG - UFR de Sciences juridiques, économiques, politiques et de gestion - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Jean-François Notebaert: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE], IAE Dijon - Institut d'Administration des Entreprises (IAE) - Dijon - UB - Université de Bourgogne

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Abstract: The repair of service failures has been widely studied, but few studies have addressed the situation where the repair fails to satisfy customers, creating a double deviation. This situation can generate negative emotions, which in turn can lead to behaviors that are highly detrimental to the business. It is therefore crucial to find effective strategies to prevent these negative behaviors and regain customer satisfaction and loyalty after a double deviation. A qualitative study explored ways to remedy this situation. The results suggest (1) a better understanding of customer emotions (2) the key role of per- sonalizing repairs and (3) the need for relational, non-transactional management.

Keywords: Double deviation; Negative emotions; Repair personalization; Relational management; Satisfaction/loyalty (search for similar items in EconPapers)
Date: 2024-04
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Published in Journal of Marketing Trends, 2024, 1 (1), pp.43-56

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04730796

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