Did I Get a Better Deal? How Social Class Comparison And Emotions Influence Consumer´s Responses To Service Recovery

Informações

Código: MKT1595
Divisão: MKT - Marketing
Tema de Interesse: Tema 02 - Estudos Experimentais em Marketing

Autores

Simoni F Rohden (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul e Graduação/UNISINOS - Universidade do Vale do Rio dos Sinos) simoni_r@hotmail.com

Resumo

Financial compensation has been considered the most effective tactic to recover from a service failure. However, sometimes companies offer different compensations to customers in a similar situation, which may trigger positive feelings such as surprise, or negative like anger. Considering that social comparisons have become more common in nowadays connected society, it can be a critical driver of consumers’ responses to a service recovery, such as word of mouth, satisfaction and repatronage intentions. When people are treated differently, and they are aware of it, many are the explanations that an individual can use to try to make sense of the situation and one of them is discrimination attribution. When discrimination is related to social classes it might influence anger levels and therefore, customer responses to the recovery process. In this paper, these relations are analysed in 3 experimental studies considering a hotel setting. Social class comparison indeed impacts anger feelings and customer responses, especially when the target individual is perceived to be from a higher social class. This work shed some light on the importance of social comparisons among customers involving social classes, since this is a topic that lacks academic attention

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