Just What the Doctor Ordered? Investigating the Impact of Health Service Quality on Consumer Misbehaviour

Australasian Marketing Journal - Tập 22 - Trang 257-267 - 2014
Dominique A. Greer1, Rebekah Russell-Bennett1, Alastair Tombs2, Judy Drennan1
1School of Advertising, Marketing and Public Relations, QUT Business School, 2 George St, Brisbane, Queensland 4001, Australia
2UQ Business School, Colin Clark Building, Blair Drive, St. Lucia, Queensland 4072, Australia

Tóm tắt

The growth in demand and expenditure currently being experienced in the Australian health sector is also accompanied by a rise in dysfunctional customer behaviour, such as verbal abuse and physical violence, perpetrated against health service providers. While service failure and poor recovery are known to trigger consumer misbehaviour, this study investigates whether lower than expected perceived service quality generates cognitive and emotional appraisals that trigger two common forms of misbehaviour: refusal to participate and verbal abuse. Data were collected using a 2 × 2 between-subjects experiment administered via online written survey and analysed using path modelling. The findings indicate that perceptions of service encounter quality have an indirect effect on whether consumers refuse to participate in the service and/or verbally abuse the service provider through the mediating effect of anger.

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Australasian Marketing Journal

Tập 22

257-267

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