From dissatisfied customers to evangelists of the firmA study of the Spanish mobile service sector

  1. Jesús Cambra Fierro 1
  2. Iguácel Melero Polo 2
  3. F. Javier Sesé Oliván 2
  1. 1 Universidad Pablo de Olavide. España
  2. 2 Universidad de Zaragoza, España.
Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Ano de publicación: 2014

Volume: 17

Número: 3

Páxinas: 191-204

Tipo: Artigo

DOI: 10.1016/J.CEDE.2013.10.001 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: Business Research Quarterly

Resumo

This paper takes a closer look at factors which serve as a catalyst for transforming initially dissatisfied customers into evangelists of the firm; that is, customers who spread positive word-of-mouth about a company, its products and/or services----and recommend them to other consumers. We propose a conceptual model, rooted in relationship marketing theory, which identifies a set of factors that afford a better understanding of post-service recovery customer transformation processes. The proposed model is empirically tested in the context of mobile telecommunications services using a structural equation modeling approach. Our findings reveal that when companies are capable of designing effective service recovery processes----where customers perceive effort and justice in the outcome----initial dissatisfaction can turn to brand loyalty, long-term commitment and, above all, readiness to speak positively about the company and its products. Finally, the main implications for marketing practice are discussed.

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