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The impact of service failure on brand credibility


Bougourne, US and Russell-Bennett, R and Fazal-E-Hasan, SM and Mortimer, G, The impact of service failure on brand credibility, Journal of Retailing and Consumer Services, 31 pp. 62-71. ISSN 0969-6989 (2016) [Refereed Article]

Copyright Statement

Copyright 2016 Elsevier Ltd. All rights reserved.

DOI: doi:10.1016/j.jretconser.2016.03.006


Recent studies have examined the consequences of brand credibility, with the majority of works embedded in physical goods. Despite the growing attention service branding receives, little is known about how service failure and recovery efforts impact on brand credibility in service organisations. The purpose of this study is to examine how brand credibility is affected by service failure and an organisations recovery efforts. An online self-completion survey of airline consumers (n=875) was employed to test the relationships between the focal constructs. The results show that a service firmís effective complaint handling positively impacts satisfaction with complaining, overall satisfaction and service brand credibility. The study also finds that the higher the perceived magnitude of failure, the more difficult it is to satisfy a customer. These results demonstrate that it is possible to maintain service brand credibility during a service failure, provided brand managers develop and implement effective complain handling procedures.

Item Details

Item Type:Refereed Article
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Fazal-E-Hasan, SM (Dr Syed Fazal-E-Hasan)
ID Code:110702
Year Published:2016
Web of Science® Times Cited:33
Deposited By:TSBE
Deposited On:2016-08-10
Last Modified:2017-11-28

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