Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/206306 
Year of Publication: 
2014
Citation: 
[Journal:] BRQ Business Research Quarterly [ISSN:] 2340-9436 [Volume:] 17 [Issue:] 3 [Publisher:] Elsevier España [Place:] Barcelona [Year:] 2014 [Pages:] 191-204
Publisher: 
Elsevier España, Barcelona
Abstract: 
This paper takes a closer look at factors which serve as a catalyst for transforming initially dissatisfied customers into evangelists of the firm; that is, customers who spread positive word-of-mouth about a company, its products and/or services—and recommend them to other consumers. We propose a conceptual model, rooted in relationship marketing theory, which identifies a set of factors that afford a better understanding of post-service recovery customer transformation processes. The proposed model is empirically tested in the context of mobile telecommunications services using a structural equation modeling approach. Our findings reveal that when companies are capable of designing effective service recovery processes—where customers perceive effort and justice in the outcome—initial dissatisfaction can turn to brand loyalty, long-term commitment and, above all, readiness to speak positively about the company and its products. Finally, the main implications for marketing practice are discussed."
Subjects: 
Dissatisfied customers
Word-of-mouth
Satisfaction
Relationship marketing
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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