Abstract
There are an increasing number of reports on termination of customer relationships initiated by major banks in the press. Yet, our understanding of the negative consequences of firm-initiated service termination is still very limited. This study looks at two distinct termination strategies (firm-oriented and customer-oriented) to compare how customers perceive and react to these termination strategies. In particular, we examine how perceived severity of the two strategies affects customers’ distributive justice, anger, customers’ complaint behaviour and revenge intentions. We also explore the mediating role of distributive justice and anger as well as the moderating role of attitude towards complaining. We use an experiment in a retail banking context. 746 adult consumers were recruited from a US online panel with quota for age and gender. Our results show that a firm-oriented approach is perceived as more severe and less fair compared with a customer-oriented approach. A firm-oriented approach also leads to higher level of anger, complaint behaviour and revenge intentions. We also find support for the mediating role of anger and distributive justice on the severity behavioural responses’ links and also the moderating role of attitude towards complaining on the effects of anger on revenge and third-party complaint behaviours. This study contributes to the service termination literature by providing a comprehensive model of disengaged customers’ attitudinal, emotional and behavioural reactions to firm-initiated service termination.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
References Available Upon Request
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Academy of Marketing Science
About this paper
Cite this paper
Nazifi, A., El-Manstrly, D. (2018). Customers’ Attitudinal, Emotional and Behavioural Responses to Firm-Initiated Service Termination: An Abstract. In: Krey, N., Rossi, P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-66023-3_187
Download citation
DOI: https://doi.org/10.1007/978-3-319-66023-3_187
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-66022-6
Online ISBN: 978-3-319-66023-3
eBook Packages: Business and ManagementBusiness and Management (R0)