Customer reactions to encountering consecutive service failures

摘要: According to previous studies, many consumers in Taiwan have experienced consecutive service failures. Despite these failures, still remain loyal a provider for variety of reasons, such as money deposits, contractual agreements, associated costs, time constrains, and health concerns. We attempt investigate the emotional reactions expectations after they two Our findings reveal that high-involvement services, although customers display strong negative each failure, reaction second failure is less intensive than first one. Furthermore, our show long products or services use, tend retain high levels expectation regard provider. Copyright © 2012 John Wiley & Sons, Ltd.