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Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.

This paper aims to examine how gender interacts with various recovery actions on perceived employee effort, complaint handling satisfaction, and behavioral intention in the case of deviant customer behavior in an East-Asian context. Study 1, a qualitative study, reveals that consumers expect compani...

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Main Authors: Boo, Huey Chern, Matilla, Anna S., Tan, Ching Yeng
Format: Article
Language:English
Published: Elsevier 2013
Online Access:http://psasir.upm.edu.my/id/eprint/30510/1/Effectiveness%20of%20recovery%20actions%20on%20deviant%20customer%20behavior.pdf
http://psasir.upm.edu.my/id/eprint/30510/
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spelling my.upm.eprints.305102015-08-24T06:57:56Z http://psasir.upm.edu.my/id/eprint/30510/ Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender. Boo, Huey Chern Matilla, Anna S. Tan, Ching Yeng This paper aims to examine how gender interacts with various recovery actions on perceived employee effort, complaint handling satisfaction, and behavioral intention in the case of deviant customer behavior in an East-Asian context. Study 1, a qualitative study, reveals that consumers expect companies to take appropriate remedial actions when a service consumption experience is affected by deviant customer behaviors (e.g., smoking in non designated area). Study 2 employed a 2 (gender) × 6(recovery actions) between subject design in a restaurant setting. Results show that confronting the deviant customer received the highest customer ratings in terms of perceived employee effort, complaint handling satisfaction, and behavioral intention. However, gender moderated the relative effectiveness of recovery actions. Relocating the focal customer was equally good as compensation for women while men were less appreciative of relocation than compensation. In sum, service providers are advised to initiate some form of recovery action in response to deviant customer behaviors. Elsevier 2013 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/30510/1/Effectiveness%20of%20recovery%20actions%20on%20deviant%20customer%20behavior.pdf Boo, Huey Chern and Matilla, Anna S. and Tan, Ching Yeng (2013) Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender. International Journal of Hospitality Management, 35. pp. 180-192. ISSN 0278-4319; ESSN: 1873-4693 10.1016/j.ijhm.2013.06.005
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This paper aims to examine how gender interacts with various recovery actions on perceived employee effort, complaint handling satisfaction, and behavioral intention in the case of deviant customer behavior in an East-Asian context. Study 1, a qualitative study, reveals that consumers expect companies to take appropriate remedial actions when a service consumption experience is affected by deviant customer behaviors (e.g., smoking in non designated area). Study 2 employed a 2 (gender) × 6(recovery actions) between subject design in a restaurant setting. Results show that confronting the deviant customer received the highest customer ratings in terms of perceived employee effort, complaint handling satisfaction, and behavioral intention. However, gender moderated the relative effectiveness of recovery actions. Relocating the focal customer was equally good as compensation for women while men were less appreciative of relocation than compensation. In sum, service providers are advised to initiate some form of recovery action in response to deviant customer behaviors.
format Article
author Boo, Huey Chern
Matilla, Anna S.
Tan, Ching Yeng
spellingShingle Boo, Huey Chern
Matilla, Anna S.
Tan, Ching Yeng
Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
author_facet Boo, Huey Chern
Matilla, Anna S.
Tan, Ching Yeng
author_sort Boo, Huey Chern
title Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
title_short Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
title_full Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
title_fullStr Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
title_full_unstemmed Effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
title_sort effectiveness of recovery actions on deviant customer behavior — the moderating role of gender.
publisher Elsevier
publishDate 2013
url http://psasir.upm.edu.my/id/eprint/30510/1/Effectiveness%20of%20recovery%20actions%20on%20deviant%20customer%20behavior.pdf
http://psasir.upm.edu.my/id/eprint/30510/
_version_ 1643830080459243520
score 13.211869

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