TY - JOUR
T1 - THE ROLE OF PERSONALITY TRAITS IN ONLINE CONSUMER COMPLAINT BEHAVIOR AND SERVICE RECOVERY EXPECTATION
AU - Huang, Jen-Hung
AU - Chang, Chiao-Chen
PY - 2008
Y1 - 2008
N2 - To date, the literature on service failure and recovery has tended to be focused on bricks-and-mortar stores. In this study the relationships among service failures, consumer complaint behaviors, and service recovery expectations in an online setting were investigated. Data were collected from 252 respondents in a questionnaire survey. Results of multiple regression analysis show that personality traits in terms of Type A and locus of control may moderate the relationships among e-service failures, consumer complaint behaviors, and service recovery expectations. When e-service failures occur, Type A and internally oriented consumers engage in aggressive complaint behaviors and expect high service recovery efforts. Conversely, Type B and externally oriented consumers tend to tolerate e-service failures and refrain from complaining. Finally, theoretical and managerial implications are discussed.
AB - To date, the literature on service failure and recovery has tended to be focused on bricks-and-mortar stores. In this study the relationships among service failures, consumer complaint behaviors, and service recovery expectations in an online setting were investigated. Data were collected from 252 respondents in a questionnaire survey. Results of multiple regression analysis show that personality traits in terms of Type A and locus of control may moderate the relationships among e-service failures, consumer complaint behaviors, and service recovery expectations. When e-service failures occur, Type A and internally oriented consumers engage in aggressive complaint behaviors and expect high service recovery efforts. Conversely, Type B and externally oriented consumers tend to tolerate e-service failures and refrain from complaining. Finally, theoretical and managerial implications are discussed.
KW - Type A; locus of control; e-service failure; complaint behavior; service recovery
KW - CUSTOMER SATISFACTION; JOB-SATISFACTION; ENCOUNTERS; RESPONSES; FAILURES; HEALTH
U2 - 10.2224/sbp.2008.36.9.1223
DO - 10.2224/sbp.2008.36.9.1223
M3 - Article
SN - 0301-2212
VL - 36
SP - 1223
EP - 1231
JO - Social Behavior and Personality
JF - Social Behavior and Personality
IS - 9
ER -