The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures
通过两个情景实验，研究了在服务失败情境下，真实服务关系、伪关系和服务接触三种关系类型对顾客行为意向的影响，发现建立真实服务关系对失败补救后的顾客忠诚至关重要。
This article examines the impact of relationship type (true service relationship, pseudorelationship, and service encounter) on customers’ behavioral intentions in a context of service failures. Overall, the results from the two scenario-based experiments indicate that building a true service relationship with the customer might be a critical factor in ensuring customer loyalty with a failed recovery attempt. Moreover, the findings suggest that bonding the customer to the company might reduce customer resistance to premium prices.