earticle

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.