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Exploring consumer conflict management in service encounters

Beverland, Michael B., Kates, Steven M., Lindgreen, Adam and Chung, Emily 2010. Exploring consumer conflict management in service encounters. Journal of the Academy of Marketing Science 38 (5) , pp. 617-633. 10.1007/s11747-009-0162-0

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Consumer researchers have yet to examine how consumers frame and deal with conflict. Understanding how consumers manage conflict is essential for service providers seeking to effectively recover instances of service failure, and avoid the costs associated with increasing instances of consumer anger. Using a modified grounded theory approach, we develop a model of consumer conflict management drawing on 39 informant accounts of service failures. The emergent model proposes that consumers conflict style is related to whether conflict is framed in task or personal terms. Task-framed conflicts resulted in more productive conflict styles than those framed in personal terms. Self vs. other orientation moderated the relationship between conflict frame and conflict style. These findings help us better understand the nature of consumer conflict and identify the importance of carefully targeting service recovery efforts to reduce instances of anger.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Brand relationships; Consumer conflict styles; Grounded theory; Service recovery
Publisher: Springer
ISSN: 0092-0703
Last Modified: 21 Oct 2016 02:20

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