When Do Customers Offer Firms a 'Second Chance' Following a Double Deviation? The Impact of Inferred Firm Motives on Customer Revenge and Reconciliation

Journal of Retailing, 89 (3), 315-37, 2013

Posted: 9 Jun 2015

See all articles by Jeff Joireman

Jeff Joireman

Washington State University - Department of Marketing

Yany Gregoire

HEC Paris

Berna Devezer

University of Idaho

Thomas M. Tripp

Washington State University, Vancouver

Date Written: September 1, 2013

Abstract

The present research develops and tests a theory explaining how customers respond to failed service recoveries (i.e., double deviations). This work offers three novel and important conclusions. First, inferences about a firm's motive (negative vs. positive) mediate the impact of perceptions of the double deviation (i.e., severity, blame, and fairness) on resulting outcomes (i.e., customer anger, desire for revenge, and desire for reconciliation). Second, when inferred motive is positive, desire for reconciliation overwhelms desire for revenge, leading customers to choose more reparatory than retaliatory behaviors. Third, following a double deviation, firms that both compensate and apologize to customers can change customers’ inferred motives from negative to positive, leading customers to desire more reconciliation than revenge, and engage in more reparatory than retaliatory behaviors. These studies demonstrate that, contrary to common wisdom, customers do not always respond negatively to a double deviation, and firms still have a “second chance” following a failed recovery.

Suggested Citation

Joireman, Jeff and Gregoire, Yany and Devezer, Berna and Tripp, Thomas M., When Do Customers Offer Firms a 'Second Chance' Following a Double Deviation? The Impact of Inferred Firm Motives on Customer Revenge and Reconciliation (September 1, 2013). Journal of Retailing, 89 (3), 315-37, 2013. Available at SSRN: https://ssrn.com/abstract=2616093

Jeff Joireman

Washington State University - Department of Marketing ( email )

382 Todd Addition
Pullman, WA 99164
United States
(509) 335-0191 (Phone)

Yany Gregoire

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

Berna Devezer (Contact Author)

University of Idaho ( email )

College of Business and Economics, University of I
875 Perimeter Drive MS 3161
Moscow, ID Idaho 83844-3161
United States
2088854130 (Phone)

HOME PAGE: http://www.bernadevezer.com

Thomas M. Tripp

Washington State University, Vancouver ( email )

2710 University Drive
Richland, WA 99352-1671
United States

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