先前的信任是否起到缓冲作用?考察感知背叛对客户对双重偏差反应的影响

IF 3.8 Q2 BUSINESS EuroMed Journal of Business Pub Date : 2023-11-14 DOI:10.1108/emjb-01-2023-0032
Azza Temessek Behi, Norchene Ben Dahmane Mouelhi, Walid Chaouali
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引用次数: 0

摘要

本研究旨在通过考察P2P住宿平台的先验信任对感知背叛与负面结果(负面口碑、报复性投诉和惠惠者减少)之间关系的调节作用,解释消费者对双重偏离的反应。设计/方法/方法采用在线调查的方式获取了246名熟悉P2P住宿平台的受访者的样本。使用SmartPLS对模型进行检验。结果表明,感知背叛与NWOM、报复性抱怨和赞助减少呈正相关。出乎意料的是,先前信任具有正向调节作用。高水平的先前信任比低水平的先前信任引起更多的负面顾客反应。实际意义本研究的发现提醒公司,依赖高度信任的客户的宽恕和宽容可能会带来潜在风险,这些客户可能会对双重偏差进行猛烈的报复。原创性/价值本研究揭示了先验信任悖论。顾客的先验信任放大了双偏差体验的负面影响。本研究通过质疑双重偏差背景下先验信任的缓冲作用,对服务恢复文献有所贡献。
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Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation
Purpose This study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction. Design/methodology/approach An online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS. Findings The results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust. Practical implications The findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations. Originality/value This research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.
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来源期刊
CiteScore
9.80
自引率
19.20%
发文量
61
期刊介绍: The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.
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