The effect of preconsumption mood and service recovery measures on customer evaluations and behavior in a strategic alliance setting
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In recent years, researchers have devoted considerable attention to the study of service failure and recovery, predominantly focusing on the impact of a single service failure event. More recently, several researchers have begun to investigate how multiple service failures over an extended time period influence consumer evaluations. However, current research has ignored the impacts of service failures and recovery measures in situations in which two or more service organizations are involved in the service provision, as is the case in a strategic alliance setting. The present study reports on an experiment that investigated the impact of preconsumption mood and service recovery measures on consumer evaluations in an airline alliance setting. The implications of the study results, both theoretical and managerial, will be discussed and future research directions proposed.
Journal of Hospitality & Tourism Research
© 2009 International Council on Hotel, Restaurant, and Institutional Education. This is the author-manuscript version of the paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.