{"title":"其他客户的服务故障和恢复遭遇:定性探索","authors":"N. Gupta, H. Verma","doi":"10.1108/apjba-09-2021-0462","DOIUrl":null,"url":null,"abstract":"PurposeService failure and recovery encounters are often witnessed by other customers, but little is known about how these encounters impacts other customers. With an aim to bridge this gap, the purpose of the paper is to explore why and how service recovery directed at a focal customer impacts other customers who are present in the same service environment.Design/methodology/approachThe paper follows a qualitative research methodology. Purposive sampling was used to collect data from 30 customers through semi-structured face-to-face interviews. The data was analysed using thematic analysis.FindingsFindings of the study show that service recovery directed at a focal customer has an impact on other customers' fairness judgments, emotions, service quality perceptions and behaviour. Other customers' behavioural reactions in response to observed service recovery are driven by two different motives: self-interest and moral obligation. Observing customers' cautious behaviour and (re)purchase behaviour are found to be primarily driven by self-interest, whereas their helping behaviour, punishment behaviour and word-of-mouth behaviour are found to be driven by moral obligation.Research limitations/implicationsThis study findings contribute to theory development on “other-oriented” effects of service recovery and provides valuable insights for effective management of service failures in the shared service environment.Originality/valueThis is the first study, which qualitatively explores the “other customers” perspective of service recovery in the context of shared servicescape.","PeriodicalId":45401,"journal":{"name":"Asia-Pacific Journal of Business Administration","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2022-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Other customers' service failure and recovery encounters: a qualitative exploration\",\"authors\":\"N. 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Other customers' behavioural reactions in response to observed service recovery are driven by two different motives: self-interest and moral obligation. Observing customers' cautious behaviour and (re)purchase behaviour are found to be primarily driven by self-interest, whereas their helping behaviour, punishment behaviour and word-of-mouth behaviour are found to be driven by moral obligation.Research limitations/implicationsThis study findings contribute to theory development on “other-oriented” effects of service recovery and provides valuable insights for effective management of service failures in the shared service environment.Originality/valueThis is the first study, which qualitatively explores the “other customers” perspective of service recovery in the context of shared servicescape.\",\"PeriodicalId\":45401,\"journal\":{\"name\":\"Asia-Pacific Journal of Business Administration\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.3000,\"publicationDate\":\"2022-08-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asia-Pacific Journal of Business Administration\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/apjba-09-2021-0462\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia-Pacific Journal of Business Administration","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/apjba-09-2021-0462","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Other customers' service failure and recovery encounters: a qualitative exploration
PurposeService failure and recovery encounters are often witnessed by other customers, but little is known about how these encounters impacts other customers. With an aim to bridge this gap, the purpose of the paper is to explore why and how service recovery directed at a focal customer impacts other customers who are present in the same service environment.Design/methodology/approachThe paper follows a qualitative research methodology. Purposive sampling was used to collect data from 30 customers through semi-structured face-to-face interviews. The data was analysed using thematic analysis.FindingsFindings of the study show that service recovery directed at a focal customer has an impact on other customers' fairness judgments, emotions, service quality perceptions and behaviour. Other customers' behavioural reactions in response to observed service recovery are driven by two different motives: self-interest and moral obligation. Observing customers' cautious behaviour and (re)purchase behaviour are found to be primarily driven by self-interest, whereas their helping behaviour, punishment behaviour and word-of-mouth behaviour are found to be driven by moral obligation.Research limitations/implicationsThis study findings contribute to theory development on “other-oriented” effects of service recovery and provides valuable insights for effective management of service failures in the shared service environment.Originality/valueThis is the first study, which qualitatively explores the “other customers” perspective of service recovery in the context of shared servicescape.
期刊介绍:
The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.