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How a Service Failure Influences an Individual Customer's Switching Behaviors : Focusing on the Moderated Effect of Individual Values and Beliefs

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Yoosun Ham

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초록

영어

More corporations have participated in the banning of animal testing for cosmetics and shown their values related to this issue to their customers. This study evaluated how these corporations communicated with their customers to receive positive responses from customers even if they had experienced a service failure. This study examined how individual switching behaviors are associated with service failures depending on the type of service failure. This study also investigates the associations between customers' value fit regarding animal testing for cosmetics and their switching behaviors. The findings suggest that switching behaviors are more significantly associated with individual process failure than outcome failure. Also, this study finds that CSR is an important factor in the relationship between service failure and switching behaviors. Theoretical implications and practical contributions are discussed.

목차

Abstract
LITERATURE REVIEW
Service Failure
The Relationship between a Service Failure and Switching Behaviors
CSR
Importance of Value Fit
Individual Value Fit as a Moderator between a Service Failure and Switching Behaviors
METHOD
Online Experimental Survey
RESULTS
DISCUSSION
LIMITATIONS
REFERENCES

저자정보

  • Yoosun Ham Ph.D Student, Media School, Indiana University, USA

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