In this paper we examine the different coping mechanisms used by customers when they confront service failure. It was found that the coping mechanism used by customers changes depending on the severity of the service failure. Further, it was observed that brand reputation moderates the...

Globalization is a complex process which changes as well as has the potential to change the various events in the world at multiple levels. It is widely recognized that there are multiple facets of globalization including political, economic and cultural. In this paper, I advance the concept of...