Index of Paper Presentations for the Parallel Sessions - Academy of ...

Often in to cope with the stress associated with high severe problems, customers seek advice and assistance fromtheir counterparts who might have been a similar situation (Yi and Baumgartner, 2004). Thus with others‘ supportthey try and ameliorate the stress associated with the situation by taking proper actions.Positive thinkingThere are instances when a less severe problem might not drive the consumer to do something about it but to managethe stress internally (Carver et al., 1989). Although this mechanism of coping does not assure a decrease in the levelof stress but it helps an individual to reinterpreting the situation in a more favourable way. Customers look at thebrighter side of the problem and consider it as a learning experience and (Yi and Baumgartner, 2004 and Duhachek,2005).AvoidanceThis is analogous to the strategy, behavioural disengagement as propounded by Carver et al., (1989) where acustomer gives up on any attempt to reduce the stress anticipating a poor coping outcome. When individualsacknowledge that their efforts would be ineffectual in altering the situation they distance themselves from it anddistract themselves by channelizing their efforts in doing other things (Yi and Baumgartner, 2004).DenialThis coping mechanism is adopted by the customers when they try to forget the stressor completely. Denial is arguedto be prevalent when individuals fail to avoid the situation(Carver et al.,(1989). They reduce the stress by denyingthe existence of the situation itself (Yi and Baumgartner, 2004).Emotional VentingConsumers who have had a bad service experience would prefer to vent out their disappointment if the failure hascaused a highly stressful condition. These individuals are the ones who are explicit about their feelings ofdiscontentment (Yi and Baumgartner, 2004). Such vocal individuals express their negative emotions in anticipationof appropriate steps to be taken by the marketer.These eight dimensions of coping although interrelated, are conceptually and empirically distinct.Customer coping strategies and service failure