The impact of firm reputation on customers’ responses to service failure: the role of failure attributions

Purpose – The purpose of this study is to assess the influence firm reputation on behavioral intentions and to examine the moderating role of failure attributions in the relationship between firm reputation and behavioral intentions. Design/methodology/approach – The sample used in this study consists of 127 airline passengers in an airport in Iran. The data were collected via a structured survey. Findings – Based on the findings firm reputation has a significant and positive relationship with behavioral intention. Additionally, hierarchical regression analyses confirmed the moderating role of failure attributions in the relationship between firm reputation and behavioral intentions. Research limitations/implications – This study examines only one service context; consequently, the results cannot be generalized to other service industries. Practical implications – By understanding the important role of firm reputation, service organizations understand that carefully building and maintaining reputation is paramount for continued success as this study shows that an excellent reputation directly affects how customers respond to failures. Originality/value – Although, prior research has developed an understanding of the role of firm reputation on behavioral intentions, however, this study additionally examined the role of failure attributions as the moderator in this relationship.