The Impact of Exchange Lineage onCustomers' Responses to Service Debacles and Subsequent Recovery
Services Marketing Quarterly, 30(4), September 2009
Joseph Wisenblit, Ph.D.
Department of Marketing
In this study, consumers experience an incident of poor product performance for which blame is attributable to the seller. The findings demonstrate that customers who had prior relationships with a seller will be less dissatisfied, more loyal, less likely to terminate doing business with that seller, and unlikely to spread negative word-of-mouth than patrons who did not have prior relationships with the seller. These findings have strategic implications for maintaining customer relationships and designing service recovery measures.