The effects of relationship quality on customer retaliation

Springer Science and Business Media LLC - 2006
Yany Grégoire1, Robert J. Fisher2
1Department of Marketing, Washington State University, Pullman, USA
2Nabisco Professor of Marketing, Richard Ivey School of Business, University of Western Ontario, London, Canada

Tóm tắt

This research examines the effects of relationship quality (RQ) on customers' desires to retaliate after service failures. We posit that the effects of RQ are contingent upon the attributions customers make about the firm’s controllability over a service failure. Two competing hypotheses are examined and reconciled. The “love is blind” hypothesis posits that when low controllability is inferred, high RQ customers experience a lesser desire for retaliation than low RQ customers. On the other hand, the “love becomes hate” hypothesis specifies that when high controllability is inferred, high RQ customers experience a greater desire for retaliation than low RQ customers. The hypotheses are tested with a survey-based design and a partial least squares (PLS) model that incorporates a multiplicative latent construct.

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