A Cultural Models Approach to Service Recovery  

Oleh:

Ringberg, Torsten ; Odekerken-Schroder, Gaby ; Christensen, Glenn L.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 3 (Jul. 2007), page 194-214.
Topik: Cultural; cultural models; approach; service recovery

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Service recovery research remains conflicted in its understanding of consumers' recovery expectations and of why similar goods or service failures may lead to different recovery expectations. The authors argue that this conflict results from the assumption that consumer recovery expectations are monolithic and largely homogeneous, driven mainly by behavioural, relational or contextual stimuli. Instead, recovery scenarios involving high - involvement (i. e. self - relevant) goods and service failures may activate closely held, identity - related cultural models that, though ultimately applied to regain balance (a foundational schema), differ accroding to their sociocultural heritage and create a range of unique consumer recovery preferences. The authors empirically identify three embodied cultural models - relational, oppositional, and utilitarian, that consumers apply to goods or service failures. Furthermore, the authors discuss implications for service recovery research and services marketing practice and introduce adaptive service recovery diagnostics that enable provider to identify and respond to consumers' varying recovery preferences.

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