Buffering and Amplifying Effects of Customer Relationship in Service Failure

Abstract

Abstract:

In the context of service failure, this research examines the mechanism of buffering and amplifying effect of customer relationship, and finds out the boundary conditions of these effects. The empirical results show that relationship quality affects customers' negative behaviors (avoidance, switch and negative word-of-mouth) through relational inertia. The severity and controllability of service failure are the boundary conditions of buffering and amplifying effect of customer relationship. When the severity is low, the customer relationship produces a buffering effect; when the severity is high, the customer relationship has an amplifying effect. When the controllability is low, the customer relationship has a buffering effect; when the controllability is high, the customer relationship has an amplifying effect.

Key words: customer relationship, buffering effect, amplifying effect, boundary conditions, service failure

Li Xiaofei, Ma Baolong, Jiang Zhongjun. Buffering and Amplifying Effects of Customer Relationship in Service Failure[J]. , 2019, 31(12): 127-135.

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