Satisfaction with service recovery: moderating effect of age in word-of-mouth

• Published in: The Journal of consumer marketing 2015-09, Vol.32 (6), p.470-484
• Main Authors: Moliner-Velázquez, Beatriz, Ruiz-Molina, María-Eugenia, Fayos-Gardó, Teresa
• Format: Article
• Language: English
• Subjects: Age; Behavior; Confidence intervals; Consumers; Customer satisfaction; Customer services; Failure; Financial services; Job satisfaction; Market research/consumer behaviour; Marketing; Perceptions; Quality of service; Studies; Variables; Word of mouth advertising
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-12-2014-1251

Purpose – The purpose of this paper is, first, to analyze the direct effects of the relationship chain “causal attributions and recovery efforts → satisfaction with service recovery → conventional and online word-of-mouth intentions” and, second, to study the moderating role of age in the relationship between satisfaction and subsequent word-of-mouth. Consumer assessment and behavior associated with service recovery is a topic of considerable interest for both academics and practitioners. Design/methodology/approach – From an empirical perspective, this paper uses a sample of 336 individuals who experienced service failure at a retail store to estimate a structural equation model. Additionally, a multigroup analysis allows testing the existence of a moderating effect of age on the hypothesized relations. Findings – Results allow to confirm the direct effects of causal attributions and recovery efforts on satisfaction with service recovery, and the impact of the latter, in turn, on conventional and online word-of-mouth intentions. Furthermore, the multigroup analysis reveals that age moderates the relationship between satisfaction and online word-of-mouth. Practical implications – In service recovery situations, retailers should concentrate their efforts at providing evidence of the failure as temporary and inevitable as well as offering material or economic compensation. Originality/value – This paper contributes to the identification of the most relevant variables influencing customer satisfaction with service recovery in a retail context. In addition to this, these results provide support to the importance of age on online word-of-mouth behavior.