The effect of service recovery on socially distant third-party customers: An experimental research on emotions, forgiveness, repatronage intention and WoM

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dc.authorid0000-0002-2064-5872
dc.authorid0000-0001-5703-6870
dc.authorid0000-0002-5252-5410
dc.contributor.authorÇelik, Süleyman
dc.contributor.authorTektaş, Öznur Özkan
dc.contributor.authorKavak, Bahtışen
dc.date.accessioned2024-09-25T19:59:58Z
dc.date.available2024-09-25T19:59:58Z
dc.date.issued2024
dc.departmentBAİBÜ, Gerede Uygulamalı Bilimler Fakültesi, Pazarlama Bölümü en_US
dc.description.abstractPurposeService failures usually occur in front of third-party customers. Third-party customers react emotionally and behaviorally to service failure and recovery efforts aimed at focal customers. However, there is a gap in the literature on how third-party customers react to a service failures incident and a recovery over another customer, depending on how socially close or distant they are from. This study investigates the effect of third-party customers' emotions on consumer forgiveness, negative word-of-mouth (WoM) and repatronage intentions in the service recovery process by comparing close and distant third-party customers.Design/methodology/approachThis study utilizes a 2 (social distance to the focal customer: close, distant) x 2 (service recovery: yes, no) between-subjects design. The authors used a scenario-based experiment to test the proposed hypotheses. A total of 576 respondents were involved in the study.FindingsThe results from the authors' scenario-based experimental study show that positive and negative emotions felt by distant third-party customers are higher than those of close third-party customers. In addition, the effect of positive emotions on customer forgiveness is more substantial for distant third-party customers. Third, moderated-mediation analysis indicates that social distance has a moderator effect only on the relationship between positive emotions and customer forgiveness.Originality/valueThis study contributes to the service literature by comparing socially close and socially distant third-party customers' reactions to service failure and recovery attempts.en_US
dc.description.sponsorshipScientific and Technological Research Council of Turkiye (TUBiTAK)en_US
dc.description.sponsorshipThis study is financially supported by The Scientific and Technological Research Council of Turkiye (TUBiTAK).en_US
dc.identifier.doi10.1108/JSTP-09-2023-0267
dc.identifier.endpage542en_US
dc.identifier.issn2055-6225
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85183030700en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage519en_US
dc.identifier.urihttps://doi.org/10.1108/JSTP-09-2023-0267
dc.identifier.urihttps://hdl.handle.net/20.500.12491/14013
dc.identifier.volume34en_US
dc.identifier.wosWOS:001147577800001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.institutionauthorÇelik, Süleyman
dc.institutionauthorid0000-0002-2064-5872
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofJournal of Service Theory and Practiceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzYK_20240925en_US
dc.subjectService Failureen_US
dc.subjectService Recoveryen_US
dc.subjectThird-Party Customersen_US
dc.subjectEmotionsen_US
dc.subjectCustomer Forgivenessen_US
dc.subjectPositive Emotions
dc.titleThe effect of service recovery on socially distant third-party customers: An experimental research on emotions, forgiveness, repatronage intention and WoMen_US
dc.typeArticleen_US

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