Marketing Faculty Publications and Presentations
Document Type
Article
Publication Date
5-8-2024
Abstract
This article examines the effects of relationship quality (RQ) and relationship duration (RD) on negative word-of-mouth (WoM) after a low-contact service failure. Partial least square structural equation modeling was used to analyze the data collected through a scenario-based online survey (n=153). First, unlike the inconsistent findings in high-contact service research, the results showed that RQ led to decreased negative WoM in low-context service failures, namely telecommunication. Second, this research contributes to the literature by revealing the negative effect of RD on customers’ tendency to spread negative WoM. In addition, RD did not moderate the relationship between RQ and negative WoM.
Recommended Citation
Kara, T. and Tugrul, T., 2024. The Effects of Relationship Quality and Duration on Negative Word-of-Mouth After a Low-Contact Service Failure. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 37(1), pp.33-50.
Publication Title
The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior
Comments
Student publication. Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.