The Effects of Relationship Quality on Customer Retaliation

Marketing Letters, January 2006, Volume 17, Issue 1, pp 31-46

University of Alberta School of Business Research Paper No. 2013-372

17 Pages Posted: 26 Aug 2014

See all articles by Yany Gregoire

Yany Gregoire

HEC Paris

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: June 5, 2013

Abstract

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.

Suggested Citation

Gregoire, Yany and Fisher, Robert, The Effects of Relationship Quality on Customer Retaliation (June 5, 2013). Marketing Letters, January 2006, Volume 17, Issue 1, pp 31-46; University of Alberta School of Business Research Paper No. 2013-372. Available at SSRN: https://ssrn.com/abstract=2274887

Yany Gregoire (Contact Author)

HEC Paris ( email )

1 rue de la Liberation
Jouy-en-Josas Cedex, 78351
France
514 340-1493 (Phone)

HOME PAGE: http://www.hec.ca/en/profs/yany.gregoire.html

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

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