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| Author: | Wu, C. Weng, Y-C. |
| Title: | The regulatory fit effect of persuasive message on service recovery satisfaction |
| Journal: | Journal of international marketing and marketing research
2009 : OCT, VOL. 34:3, p. 141-150 |
| Index terms: | customers goals service quality marketing compensation |
| Language: | eng |
| Abstract: | The researchers have pointed out that persuasive messages of different directions may significantly improve customer satisfaction. This study designed service recovery programs and used two persuasive messages of different directions in place of the common compensation (coupon). It tested the effect of these messages on customers with different goal orientations. The aim was to understand whether the programs are able to make customers with different goal orientations "feel right" and in turn generate higher satisfaction. Compared with the additional offer of a coupon, the results revealed that persuasive messages would cause the satisfaction of promotion-oriented customers to become significantly lower, regardless of the direction of persuasion. Still, for prevention-oriented customers, the effect on satisfaction would not be significant when the persuasive message is in the right direction. |
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