Recent research has shown that giving an informed choice to customers can be an effective strategy to offset the damaging effects of service failure. The principle behind this strategy is that customers given an informed choice have increased feelings of self-attributions, share the responsibility for the service failure, feel more regret and stay more loyal. The research has shown that this strategy of informed choice keeps customers more loyal whether they choose a risky or safe alternative. But does this strategy work when service failure does not occur? Would customers still feel responsibility for the outcome and still be more loyal? With good service, customers would not feel the regret found for a service failure. So even if customers did feel responsibility for their decision, what would explain higher loyalty? With a positive service experience, does responsibility for one's choice cause positive emotions that increase loyalty? This study, conducted in a restaurant setting, tests these questions.
All Science Journal Classification (ASJC) codes
- Food Science