The role of regulation and financial compensation on trust recovery

Lisiane Santos Gasparotto; Natália Araujo Pacheco; Kenny Basso; Vitor Francisco Dalla Corte; Gisele Costa Rabello; Shalimar Gallon

doi:10.1016/j.ausmj.2018.01.002

The role of regulation and financial compensation on trust recovery

Lisiane Santos Gasparotto
, Natália Araujo Pacheco
, Kenny Basso^*
, Vitor Francisco Dalla Corte
, Gisele Costa Rabello
, Shalimar Gallon

^*Autor corresponent d’aquest treball

Producció científica: Article en revista indexada › Article › Avaluat per experts

8 Cites (Scopus)

Resum

Although service recovery tactics have been extensively investigated, little is known about what firms should do when service recovery fails (i.e., double deviation). It is primordial to understand whether and how customer trust may be recovered after a double deviation. The results of an experimental study show that it is possible to recover customer trust through improvements in organizational processes (i.e., regulation) and discounts (i.e., financial compensation). Remarkably, regulation and financial compensation lead to similar trust levels, which means that these trust recovery tactics are equally successful. Moreover, attributions of benevolence explain why regulation and financial compensation can recover customer trust after a double deviation.

Idioma original	Anglès
Pàgines (de-a)	10-16
Nombre de pàgines	7
Revista	Australasian Marketing Journal
Volum	26
Número	1
DOIs	https://doi.org/10.1016/j.ausmj.2018.01.002
Estat de la publicació	Publicada - de febr. 2018
Publicat externament	Sí

Accés al document

10.1016/j.ausmj.2018.01.002

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AU - Pacheco, Natália Araujo

AU - Basso, Kenny

AU - Corte, Vitor Francisco Dalla

AU - Rabello, Gisele Costa

AU - Gallon, Shalimar

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AB - Although service recovery tactics have been extensively investigated, little is known about what firms should do when service recovery fails (i.e., double deviation). It is primordial to understand whether and how customer trust may be recovered after a double deviation. The results of an experimental study show that it is possible to recover customer trust through improvements in organizational processes (i.e., regulation) and discounts (i.e., financial compensation). Remarkably, regulation and financial compensation lead to similar trust levels, which means that these trust recovery tactics are equally successful. Moreover, attributions of benevolence explain why regulation and financial compensation can recover customer trust after a double deviation.

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