The Effects of Relationship Quality and Duration on Negative Word-of-Mouth After a Low-Contact Service Failure

Authors

  • Tuğberk Kara University of Texas Rio Grande Valley, USA
  • Tugba Tugrul Izmir University of Economics, Turkey

Keywords:

Relationship Quality, Relationship Duration, Negative WoM, Low-Contact Service

Abstract

This article examines the effects of relationship quality (RQ) and relationship duration (RD) on negative word-of-mouth (WoM) after a low-contact service failure. Partial least square structural equation modeling was used to analyze the data collected through a scenario-based online survey (n=153). First, unlike the inconsistent findings in high-contact service research, the results showed that RQ led to decreased negative WoM in low-context service failures, namely telecommunication. Second, this research contributes to the literature by revealing the negative effect of RD on customers’ tendency to spread negative WoM. In addition, RD did not moderate the relationship between RQ and negative WoM.

References

Al-alak, B. A. (2014). Impact of marketing activities on relationship quality in the Malaysian banking sector. Journal of Retailing and Consumer Services, 21(3), 347-356. https://doi.org/10.1016/j.jretconser.2013.07.001

Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4), 310-323. https://doi.org/10.1287/mksc.8.4.310

Arora, S. D., Gupta, D. D., & Naylor, G. S. (2021). Negative word of mouth: A systematic review and research agenda. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 34, 33-78. https://jcsdcb.com/index.php/JCSDCB/article/view/384

Ashley, C., & Varki, S. (2009). Loyalty and its influence on complaining behavior and service recovery satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 21-35. https://jcsdcb.com/index.php/JCSDCB/article/view/29

Athanasopoulou, P. (2009). Relationship quality: a critical literature review and research agenda. European Journal of Marketing, 43(5/6), 583-610. https://doi.org/10.1108/03090560910946945

Badghish, S., Stanton, J., & Hu, J. (2018). Consumer Complaint Behavior: A comparison between Saudi Consumers and Filipino Migrants. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 31, 40-66. https://jcsdcb.com/index.php/JCSDCB/article/view/244

Bapat, D., & Kannadhasan, M. (2022). Satisfaction as a Mediator Between Brand Experience Dimensions and Word-of-Mouth for Digital Banking Services: Does Gender and Age Matter?. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35, 3-25. https://jcsdcb.com/index.php/JCSDCB/article/view/498

Béal, M., Sabadie, W., & Grégoire, Y. (2019). The effects of relationship length on customer profitability after a service recovery. Marketing Letters, 30, 293-305. https://doi.org/10.1007/s11002-019-09505-8

Blodgett, J. G., Bakir, A., Saklani, A., Bachheti, M., & Bhaskar, S. (2015). Customer complaint behavior: An examination of cultural vs. situational factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 28, 61-74. https://jcsdcb.com/index.php/JCSDCB/article/view/485

Caceres, R. C., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business‐to‐business loyalty. European Journal of Marketing, 41(7/8), 836-867. https://doi.org/10.1108/03090560710752429

Chang, H. H., Tsai, Y. C., Chen, S. H., Huang, G. H., & Tseng, Y. H. (2015). Building long-term partnerships by certificate implementation: A social exchange theory perspective. Journal of Business & Industrial Marketing, 30(7), 867-879. https://doi.org/10.1108/JBIM-08-2013-0190

Cohen, J. (1988) Statistical Power Analysis for the behavioral sciences. Hillsdale, NJ: L. Erlbaum Associates.

Dahl, A. J., & Peltier, J. W. (2015). A historical review and future research agenda for the field of consumer satisfaction, dissatisfaction and complaining behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 28, 5-25. https://jcsdcb.com/index.php/JCSDCB/article/view/236

Dagger, T. S., Danaher, P. J., & Gibbs, B. J. (2009). How often versus how long: the interplay of contact frequency and relationship duration in customer-reported service relationship strength. Journal of Service Research, 11(4), 371-388. https://doi.org/10.1177/1094670508331251

De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35-51. https://doi.org/10.1177/002224299706100203

Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758-773. https://doi.org/10.1016/j.jbusres.2021.07.015

Dorai, S., Balasubramanian, N., & Sivakumaran, B. (2021). Enhancing relationships in e-tail: Role of relationship quality and duration. Journal of Retailing and Consumer Services, 58, 102293. https://doi.org/10.1016/j.jretconser.2020.102293

Fernandes, T., & Esteves, F. (2016). Customer engagement and loyalty: A comparative study between service contexts. Services Marketing Quarterly, 37(2), 125-139. https://doi.org/10.1080/15332969.2016.1154744

Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50, 30-41. https://doi.org/10.1016/j.jretconser.2019.01.018

Forrester, W. R., & Maute, M. F. (2001). The impact of relationship satisfaction on attributions, emotions, and behaviors following service failure. Journal of Applied Business Research (JABR), 17(1). https://doi.org/10.19030/jabr.v17i1.8148

Fouroudi, P., Kitchen, P. J., Marvi, R., Akarsu, T. N., & Uddin, H. (2020). A bibliometric investigation of service failure literature and a research agenda. European Journal of Marketing, 54(10), 2575-2619. https://doi.org/10.1108/EJM-07-2019-0588

Frechette, M., & Wingate, N. (2022). Measuring Sharing Economy Satisfaction with Star Ratings: Overall Satisfaction versus Satisfaction with the Service Provider. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35, 76-98. https://jcsdcb.com/index.php/JCSDCB/article/view/760

Ganesan-Lim, C., Russell-Bennett, R., & Dagger, T. (2008). The impact of service contact type and demographic characteristics on service quality perceptions. Journal of Services Marketing, 22(7), 550–561. https://doi.org/10.1108/08876040810909677

Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100. https://doi.org/10.1177/0092070398262001

Gounaris, S. P. (2005). Trust and commitment influences on customer retention: insights from business-to-business services. Journal of Business Research, 58(2), 126-140. https://doi.org/10.1016/S0148-2963(03)00122-X

Gounaris, S. P., & Venetis, K. (2002). Trust in industrial service relationships: behavioral consequences, antecedents and the moderating effect of the duration of the relationship. Journal of Services Marketing, 16(7), 636-655. https://doi.org/10.1108/08876040210447351

Grégoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17, 31-46. https://doi.org/10.1007/s11002-006-3796-4

Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. Industrial Marketing Management, 111, 127-142. https://doi.org/10.1016/j.indmarman.2023.03.010

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.

Harmeling, C. M., Palmatier, R. W., Houston, M. B., Arnold, M. J., & Samaha, S. A. (2015). Transformational relationship events. Journal of Marketing, 79(5), 39-62. https://doi.org/10.1509/jm.15.0105

Harrison-Walker, L. J. (2019). The effect of consumer emotions on outcome behaviors following service failure. Journal of Services Marketing, 33(3), 285-302. https://doi.org/10.1108/JSM-04-2018-0124

Hennig-Thurau, T. (2000). Relationship quality and customer retention through strategic communication of customer skills. Journal of Marketing Management, 16(1-3), 55-79. https://doi.org/10.1362/026725700785100497

Henning-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247. https://doi.org/10.1177/1094670502004003006

Hess Jr, R. L., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: The impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145. https://doi.org/10.1177/0092070302250898

Hoffman, K. D., & Bateson, J. E. (1997). Essentials of services marketing. (No Title).

Holloway, B. B., Wang, S., & Beatty, S. E. (2009). Betrayal? Relationship quality implications in service recovery. The Journal of Services Marketing, 23(6), 385–396. https://doi.org/10.1108/08876040910985861

Hu, Y. (2018). Reexamining relationship marketing in service context: The role of customers’ attitude toward relationship marketing. (Doctoral dissertation, Washington State University). https://rex.libraries.wsu.edu/esploro/outputs/99900581424901842

Itani, O. S., El Haddad, R., & Kalra, A. (2020). Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: does relationship duration matter?. Journal of Retailing and Consumer Services, 53, 101980. https://doi.org/10.1016/j.jretconser.2019.101980

Jiang, Z., Shiu, E., Henneberg, S., & Naude, P. (2016). Relationship quality in business to business relationships—Reviewing the current literatures and proposing a new measurement model. Psychology & Marketing, 33(4), 297-313. https://doi.org/10.1002/mar.20876

Jin, D., DiPietro, R. B., Kim, K. (Kathy), Meng, F., & Torres, E. N. (2023). An interactive service recovery framework combining demand and supply approaches. International Journal of Hospitality Management, 109, 103413. https://doi.org/10.1016/j.ijhm.2022.103413

Khamitov, M., Grégoire, Y., & Suri, A. (2020). A systematic review of brand transgression, service failure recovery and product-harm crisis: Integration and guiding insights. Journal of the Academy of Marketing Science, 48(3), 519–542. https://doi.org/10.1007/s11747-019-00679-1

Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21(4), 321-338. https://doi.org/10.1016/S0278-4319(02)00011-7

Kousheshi, M. R., Aali, S., Bafandeh Zendeh, A. R., & Iranzadeh, S. (2020). The antecedents and consequences of online relationship quality in internet purchases. Journal of Islamic Marketing, 11(1), 161-178. https://doi.org/10.1108/JIMA-01-2019-0002

Lasrado, F., Thaichon, P., & Nyadzayo, M. W. (2023). Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions. Journal of Business & Industrial Marketing, 38(5), 1055-1086. https://doi.org/10.1108/JBIM-05-2021-0267

Lee, H., Shih, C. F., & Huang, H. C. (2020) The Way to Reconstructing Relationship: The Characteristics and Effects of Consumer Forgiveness in E-Commerce, NTU Management Review, 30 (1), 201-234. https://doi.org/10.6226/NTUMR.202004_30(1).0007

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468. https://doi.org/10.1016/j.tourman.2007.05.011

Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: a multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497. https://doi.org/10.1016/S0167-8116(97)00030-X

Memon, M. A., Cheah, J. H., Ramayah, T., Ting, H., Chuah, F., & Cham, T. H. (2019). Moderation analysis: issues and guidelines. Journal of Applied Structural Equation Modeling, 3(1), 1-11. https://www.researchgate.net/profile/Mumtaz-Memon/publication/331175332_Moderation_Analysis_Issues_and_Guidelines/links/5c6abcea299bf1e3a5b012cd/Moderation-Analysis-Issues-and-Guidelines.pdf

Mersha, T. (1990), “Enhancing the customer contact model”, Journal of Operations Management, Vol 9 No 3, pp. 391-405. https://doi.org/10.1016/0272-6963(90)90162-7

Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. U. A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184-2206. https://doi.org/10.1108/APJML-03-2021-0221

Migacz, S. J. (2018). Customer service recovery in hosptality: toward an understanding of the role of the service provider utilizing rawl’s justice theory (Doctoral dissertation). https://oaktrust.library.tamu.edu/handle/1969.1/174002

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302

Naylor, G. S. (2016). Complaining, complimenting and word-of-mouth in the digital age: Typology and terms. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 29, 131-142. https://jcsdcb.com/index.php/JCSDCB/article/view/237

Nowak, D. P., Dahl, A. J., & Peltier, J. W. (2023a). An updated historical review of the journal of consumer satisfaction, dissatisfaction and complaining behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(1), 82-96. https://jcsdcb.com/index.php/JCSDCB/article/view/869

Nowak, D., Dahl, A., & Peltier, J. (2023b). Mapping the Service Failure-Recovery Literature: A Scoping Review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(1), 127-155. https://jcsdcb.com/index.php/JCSDCB/article/view/852

Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word‐of‐mouth in the service experience. Managing Service Quality: An International Journal, 21(2), 133-151. https://doi.org/10.1108/09604521111113438

Olavarría-Jaraba, A., Cambra-Fierro, J. J., Centeno, E., & Vázquez-Carrasco, R. (2018). Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico. Journal of Retailing and Consumer Services, 42, 78-87. https://doi.org/10.1016/j.jretconser.2018.01.011

Oraedu, C., Izogo, E. E., Nnabuko, J., & Ogba, I. E. (2021). Understanding electronic and face-to-face word-of-mouth influencers: an emerging market perspective. Management Research Review, 44(1), 112-132. https://doi.org/10.1108/MRR-02-2020-0066

Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer experience and commitment on eWOM and revisit intention: A case of Taladtongchom Thailand. Cogent Business & Management, 9(1), 2108584. https://doi.org/10.1080/23311975.2022.2108584

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136

Palmatier, R. W., Scheer, L. K., Houston, M. B., Evans, K. R., & Gopalakrishna, S. (2007). Use of relationship marketing programs in building customer–salesperson and customer–firm relationships: Differential influences on financial outcomes. International Journal of Research in Marketing, 24(3), 210-223. https://doi.org/10.1016/j.ijresmar.2006.12.006

Purnasari, H., & Yuliando, H. (2015). How relationship quality on customer commitment influences positive e-WOM. Agriculture and Agricultural Science Procedia, 3, 149-153. https://doi.org/10.1016/j.aaspro.2015.01.029

Qian, C., Seuring, S., & Wagner, R. (2021). A review of inter-firm relationship quality in supply chains. Journal of Business & Industrial Marketing, 36(12), 2187-2200. https://doi.org/10.1108/JBIM-05-2019-0199

Ranaweera, C., & Menon, K. (2013). For better or for worse? Adverse effects of relationship age and continuance commitment on positive and negative word of mouth. European Journal of Marketing, 47(10), 1598-1621. https://doi.org/10.1108/EJM-06-2011-0295

Ringle, Christian M., Wende, Sven, & Becker, Jan-Michael. (2024). SmartPLS 4. Bönningstedt: SmartPLS. Retrieved from https://www.smartpls.com

Rungtusanatham, M., Wallin, C., & Eckerd, S. (2011). The vignette in a scenario‐based role‐playing experiment. Journal of Supply Chain Management, 47(3), 9-16. https://doi.org/10.1111/j.1745-493X.2011.03232.x

Sakiyama, R., Dahana, W. D., Baumann, C., & Ye, M. (2023). Cross-industrial study on satisfaction-commitment-PWOM linkage: The role of competition, consumption visibility, and service relationship. Journal of Business Research, 160, 113715. https://doi.org/10.1016/j.jbusres.2023.113715

Sands, S., Campbell, C., Ferraro, C., & Plangger, K. (2022). Buffering B2B service failure: The role of customer engagement. Industrial Marketing Management, 103, 47-60. https://doi.org/10.1016/j.indmarman.2022.03.007

Sarmiento Guede, J. R., Esteban Curiel, J. D., & Antonovica, A. (2018). Word-of-mouth communication as a consequence of relationship quality in online environments. Palabra Clave, 21(4), 1075-1106. https://doi.org/10.5294/pacla.2018.21.4.6

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Treating unobserved heterogeneity in PLS-SEM: A multi-method approach. Partial least squares path modeling: Basic concepts, methodological issues and applications, 197-217. https://doi.org/10.1007/978-3-319-64069-3_9

Seo, S. (2012). Restaurant crisis management: The impact of food safety events on firms, media coverage, and role of social media. https://docs.lib.purdue.edu/dissertations/AAI3556586/

Smith, B. (1998). Buyer‐seller relationships: bonds, relationship management, and sex‐type. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 15(1), 76-92. https://doi.org/10.1111/j.1936-4490.1998.tb00153.x

Stevens, C. D. (2023). Thirteen Years of Thirteen Leading Journals: A Bibliography of Research in the Area of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(1), 156-253. https://jcsdcb.com/index.php/JCSDCB/article/view/770

Storbacka, K., Strandvik, T., & Grönroos, C. (1994). Managing Customer Relationships for Profit: The Dynamics of RelationshipQuality. International Journal of Service Industry Management, 5(5), 21-38. https://doi.org/10.1108/09564239410074358

Sultan, A. J. (2018). Orchestrating service brand touchpoints and the effects on relational outcomes. Journal of Services Marketing, 32(6), 777-788. https://doi.org/10.1108/JSM-12-2016-0413

Sun, H. (2010). Transferring attributes of e-commerce systems into business benefits: A relationship quality perspective. Journal of Electronic Commerce Research, 11(2). http://www.jecr.org/node/89

Tsao, W. C., & Hsieh, M. T. (2012). Exploring how relationship quality influences positive eWOM: the importance of customer commitment. Total Quality Management & Business Excellence, 23(7-8), 821-835. https://doi.org/10.1080/14783363.2012.661137

Velicia-Martin, F., Folgado-Fernandez, J. A., Palos-Sanchez, P. R., & Lopez-Catalan, B. (2023). mWOM business strategies: factors affecting recommendations. Journal of Computer Information Systems, 63(1), 176-189. https://doi.org/10.1080/08874417.2022.2041504

Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2001). The impact of satisfaction and payment equity on cross-buying: A dynamic model for a multi-service provider. Journal of Retailing, 77(3), 359-378. https://doi.org/10.1016/S0022-4359(01)00052-5

Verma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44, 206-217. https://doi.org/10.1007/s11747-015-0429-6

Wason, K. D., Polonsky, M. J., & Hyman, M. R. (2002). Designing vignette studies in marketing. Australasian Marketing Journal, 10(3), 41-58. https://doi.org/10.1016/S1441-3582(02)70157-2

Wetzel, H., Haenel, C., & Hess, A. C. (2022). Handle with care! Service contract termination as a service delivery task. European Journal of Marketing, 56(12), 3169-3196. https://doi.org/10.1108/EJM-03-2021-0203

Weun, S., Beatty, S. E., & Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations andpost‐recovery relationships. Journal of Services Marketing, 18(2), 133-146. https://doi.org/10.1108/08876040410528737

Wright, N. D., & Larsen, V. (2023). Insights into CS/D&CB from thirty years of qualitative research in the Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(1), 97-126. https://jcsdcb.com/index.php/JCSDCB/article/view/676

Xie, D., & Heung, V. C. (2012). The effects of brand relationship quality on responses to service failure of hotel consumers. International Journal of Hospitality Management, 31(3), 735-744. https://doi.org/10.1016/j.ijhm.2011.09.010

Xu, X., Liu, W., & Gursoy, D. (2019). The impacts of service failure and recovery efforts on airline customers’ emotions and satisfaction. Journal of Travel Research, 58(6), 1034-1051. https://doi.org/10.1177/0047287518789285

Xu, Y., Tronvoll, B., & Edvardsson, B. (2014). Recovering service failure through resource integration. The Service Industries Journal, 34(16), 1253-1271. https://doi.org/10.1080/02642069.2014.942652

Xu, J. B., Yan, L., & Mak, C. K. (2021). Service encounter failure, negative destination emotion and behavioral intention: An experimental study of taxi service. Tourism Management Perspectives, 40, 100886. https://doi.org/10.1016/j.tmp.2021.100886

Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38-47. https://doi.org/10.1016/j.jbusres.2020.04.044

Zinko, R., Turcott, P., Furner, Z., Liu, Y., & Farzana, B. (2023). Compensation in NeWOM: The Influence of Compensation on Purchase Intention when Responding to Negative Electronic Word of Mouth. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(1), 64-81. https://jcsdcb.com/index.php/JCSDCB/article/view/765

Downloads

Published

2024-05-08

Issue

Vol. 37 No. 1 (2024): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

License

Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.