Consumers' Complaints: causal attribution and moral emotions in service failures
DOI:
https://doi.org/10.51359/2526-7884.2022.251446Keywords:
service failures, consumer behavior, educational services.Abstract
Purpose: This research investigated consumers’ reactions to service failures, based on Weiner’s attribution theory, by simulating two situations: a teacher that is late to class and a delay in a course registration service.
Method: Students at an educational service (n = 388) responded to four versions of scenarios, combining external and internal causes with teacher delay and enrollment problems.
Findings: Factor analyzes inductively reflected the theoretical organization of the model: Negative Behavior, Positive Reactions, Internal Attributions, and Negative Emotions. Internal causes led to internal attributions, negative emotions and negative behaviors.
Originality: The central role of moral emotions on the attitude towards complaining behavior is discussed, as well as the importance of implementing simple and lowcost managerial measures to improve the quality of care service.
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