The Buffering Effects of Salesperson Service Behaviors On Customer Loyalty After Service Failure and Recovery

The purpose of this study is to determine if salesperson service behaviors, which are behaviors that salespeople undertake after the initial sale to maintain the relationship, can buffer or mitigate the negative impact of a service failure on customer loyalty. Specifically, this study examines the b...

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Bibliographic Details
Published inJournal of managerial issues Vol. 27; no. 1/4; pp. 102 - 119
Main Author Inyang, Aniefre Eddie
Format Journal Article
LanguageEnglish
Published Pittsburg Pittsburg State University 22.03.2015
Pittsburg State University - Department of Economics
Pittsburg State University, Department of Economics
Subjects
Behavior
Brand loyalty
Consumer behavior
Customer loyalty
Customer relations
Customer satisfaction
Customer services
Effects
Failure
Information services
Perceptions
Quality of service
Sales management
Salespeople
Studies
Variance analysis
United States
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Summary:The purpose of this study is to determine if salesperson service behaviors, which are behaviors that salespeople undertake after the initial sale to maintain the relationship, can buffer or mitigate the negative impact of a service failure on customer loyalty. Specifically, this study examines the buffering effect of salesperson service behaviors on customer loyalty, when varying the severity of the service failure. This study also takes into account the effects of service recovery and customers' satisfaction with service recovery on customer loyalty. Overall, the results from two studies indicate that salesperson service behaviors can buffer the effects of service failure on customer loyalty, and the buffering effect of salesperson service behaviors is still evident even after accounting for the effects of service recovery. The findings of this study also show that relationship quality underlies the effect of salesperson service behaviors on customer loyalty after service failure. The implications of this research for sales management are discussed.
ISSN:1045-3695
2328-7470