Hedrick, Natalie; Beverland, Michael; Minahan, Stella - In: Journal of Services Marketing 21 (2007) 1, pp. 64-72
Purpose – The purpose of this paper is to examine how customers with different relational bonds respond to the same service failure. In particular, the framework to service failure and recovery devised by Fournier and Mick is applied. Design/methodology/approach – To uncover rich emotional...