Service Failure and Its Impact on the Likelihood of Customers’ Dysfunctional Behavior

Informações

Código: EMA167
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Marcia Marisa Sant Anna Perin (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) marcia.s.perin@gmail.com
Ivair Franceschetto (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) ivair.franceschetto@hotmail.com
Kenny Basso (Curso de Mestr Acadêmico em Admin/Prog de Pós-Grad em Admin/IMED - Escola de Administração da Faculdade Meridional) bassokenny@gmail.com

Resumo

We acknowledge dishonesty in a daily basis, in consumption settings deviant consumer behavior has received considerable attention, since the number of cases reported have increased significantly. The present study aimed to verify if service failure influences the likelihood of customer’ dysfunctional behavior. An experiment using a single-factor between subjects design, was applied. Failure was manipulated (with and without failure) and presented in two hunting words (A and B), through random assignment. Results suggest that in failure situations, when people feel morally licensed, the likelihood to act in a dysfunctional manner is higher, showing a significant difference between the control and experimental groups. The contribution of the study is to extend the knowledge about the reason why customers may cross the ethical boundaries; after a service failure they might feel moral licensed to engage in a dysfunctional behavior as soon as the opportunity appears.

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