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A cognitive social capital explanation of service separation distress

A cognitive social capital explanation of service separation distress Service separation distress arises when service consumers worry that a useful service may become unavailable. This paper aims to integrate two theoretical explanations of ongoing service use, being service continuance and relationship commitment and a common foundation of cognitive social capital.Design/methodology/approachThis study conducts an online survey of 245 cloud service consumers, which we use to test our research model.FindingsThis paper finds that relationship commitment mediates the service continuance explanation in explaining service separation distress.Research limitations/implicationsWhile service features are important, they are less important than the consumer’s perceived relationship with the service in promoting perceived service separation distress. Contrary to expectations, the finding identified the service relationship as the dominant explanation for service separation distress.Practical implicationsJeopardy to the consumer-provider relationship can create greater anxiety and distress to consumers than a disruption that threatens service features alone. Adding service features may not reduce customer separation distress regarding the service.Social implicationsThe unified cognitive social capital lens on service separation suggests that consumers value service provider relationships (e.g. commitment and trust) over service features. A stronger social relationship with the consumer, in turn, strengthens the perceived service offering.Originality/valueThis is among the first studies to unify two explanations of service continuance using social capital and to empirically identify how this explanation affects service distress. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

A cognitive social capital explanation of service separation distress

Goode, Sigi
Journal of Services Marketing , Volume 35 (4): 18 – Jul 20, 2021
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0887-6045
DOI
10.1108/jsm-02-2020-0075
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Abstract

Service separation distress arises when service consumers worry that a useful service may become unavailable. This paper aims to integrate two theoretical explanations of ongoing service use, being service continuance and relationship commitment and a common foundation of cognitive social capital.Design/methodology/approachThis study conducts an online survey of 245 cloud service consumers, which we use to test our research model.FindingsThis paper finds that relationship commitment mediates the service continuance explanation in explaining service separation distress.Research limitations/implicationsWhile service features are important, they are less important than the consumer’s perceived relationship with the service in promoting perceived service separation distress. Contrary to expectations, the finding identified the service relationship as the dominant explanation for service separation distress.Practical implicationsJeopardy to the consumer-provider relationship can create greater anxiety and distress to consumers than a disruption that threatens service features alone. Adding service features may not reduce customer separation distress regarding the service.Social implicationsThe unified cognitive social capital lens on service separation suggests that consumers value service provider relationships (e.g. commitment and trust) over service features. A stronger social relationship with the consumer, in turn, strengthens the perceived service offering.Originality/valueThis is among the first studies to unify two explanations of service continuance using social capital and to empirically identify how this explanation affects service distress.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jul 20, 2021

Keywords: Commitment; Service failures; Surveys; Cloud services; Separation distress; Social Capital; Service continuance; Service; Cloud storage

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