Negative Spillover Effects of Other-Customer Failure in Airline Context

• Published in: Journal of distribution science Vol. 15; no. 1; pp. 15 - 20
• Main Authors: 김미정, 박재성, 박철주
• Format: Journal Article
• Language: English
• Published: 한국유통과학회 01.01.2017
• Subjects: 경제학
• ISSN: 1738-3110; 2093-7717
• DOI: 10.15722/jds.15.1.201701.15

Purpose - Other customers within the same service environment do influence a customer’ attitude and behavior toward a service firm. Specially, other customers’ misbehaviour and various service problems stemmed from them could make the other customers suffer some bad experiences. However, there are few studies to answer how the spillover effect of a service failure arisen from other customers‘ misbehavior. This study is aimed to examine how service failure due to the dysfunctional behavior of other customers has negative effects on customer evaluation with the service provider. Research design, data, and methodology - Data were collected from a survey based on consumers’ retrospective experiences in airline service context. The hypothesized relationships were tested conducting structural equation modeling. Results - Our results show that the attribution of a firm responsibility for other-customer failure has a positive influence on customer’s recovery expectation, in turn, it is negatively related to customer satisfaction. Furthermore, perceived service provider’s efforts positively influence customer satisfaction. Conclusions – Although a service failure was caused by other customer’s misbehavior, employees should be able to alleviate any bad feelings of the affected customers. Furthermore, service providers should provide proper recovery efforts for solving problems caused by the other customers for the wounded customers. KCI Citation Count: 1