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

There are several limitations to this study and therefore potential future research directions. First, the interactioneffects of failure severity and brand reputation on coping strategies were examined using only one service industry(airlines). As such generalization of this research should be handled with caution. The, future research shouldbroaden the understanding of failure severity and brand reputation by investigating their effects in other servicecategories. Secondly, we have used single service experience scenarios to manipulate failure conditions and brandreputation. Future studies could further validate our study by using multiple service failure scenarios. Thirdly, ourstudy examines the direct effect and interaction effect of failure severity and brand reputation on the copingstrategies warranting further research into the underlying process of using these strategies. Future research canexamine how emotions, post failure mediate the relationship between interaction of severity and brand reputationand coping strategies. Finally, our study stops at the various coping strategies used by the customers. Hence futureresearch could further investigate how the coping strategies eventually shape the outcome behaviour of thecustomers.ReferencesBitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses.The Journal of Marketing, 54(2), 69-82.Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice onpostcomplaint behavior. Journal of Retailing, 73(2), 185-210.Bodey, K., & Grace, D. (2006). Segmenting service ―complainers‖ and ―non-complainers‖ on the basis of consumercharacteristics. Journal of Services Marketing, 20(3), 178-187.Carver, C. S., Scheier, M. F., & Weintraub, J. K. (1989). Assessing coping strategies: A theoretically basedapproach. Journal of Personality and Social Psychology, 56(2), 267.Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in servicerecovery situations: An empirical study. Journal of Business Research, 58(5), 664-673.Choi, S., & Mattila, A. S. (2008). Perceived controllability and service expectations: Influences on customerreactions following service failure. Journal of Business Research, 61(1), 24-30.Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based andperceptions-minus-expectations measurement of service quality. The Journal of Marketing, 58(1), 125-131.Dalal, R, S., & Bonaccio , , S. (2010). What types of advice do decision-makers prefer. Organizational Behavior andHuman Decision Processes, 112 (1), 11–23.de Matos, C. A., Rossi, C. A. V., Veiga, R. T., & Vieira, V. A. (2009). Consumer reaction to service failure andrecovery: The moderating role of attitude toward complaining. Journal of Services Marketing, 23(7), 462-475.Del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journalof Consumer Marketing, 18(5), 410-425.DeWitt, T., Nguyen, D. T., & Marshall, R. (2008). Exploring customer loyalty following service recovery. Journalof Service Research, 10(3), 269-281.