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Retrospective: service failure and loyalty: an exploratory empirical study of airline customers

Retrospective: service failure and loyalty: an exploratory empirical study of airline customers PurposeThis article reflects on the paper "Service failure and loyalty: an exploratory empirical study of airline customers” published 18 years ago. It positions it in the evolving literature on relationship marketing and suggests directions for further research and developments in the area Design/methodology/approachA review of key contributions of the paper to the study of relationship marketing and the effects of service failures on relationships identifies emerging strands of research. FindingsThe concept of a “relationship lifecycle” is now widely used in marketing for identifying customer segments. Different points in the lifecycle are associated with differing sets of relationship expectations and levels of tolerance to service failure. Customer relationship management has tended to morph into customer experience management where principles of relationship lifecycles have been applied to mapping customer “journeys” through a service process.Practical implicationsThe original study informed practices of managing relationship expectations and handling failed expectations, depending on a customer’s length of relationship with a company. Although relationship marketing was originally conceived as an integrator of marketing cues, its emphasis on cognitive evaluations may have been too limiting and customer experience management has since introduced additional affective dimensions. Originality/valueThe original article had been widely cited, and generated discussion and important further research. It has value as part of the emerging landscape of services marketing research. This retrospective analysis locates this historical development with reference to currently popular issues of customer experience management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Retrospective: service failure and loyalty: an exploratory empirical study of airline customers

Palmer, Adrian; Bejou, David
Journal of Services Marketing , Volume 30 (5) – Aug 8, 2016
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/JSM-04-2016-0137
Publisher site
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Abstract

PurposeThis article reflects on the paper "Service failure and loyalty: an exploratory empirical study of airline customers” published 18 years ago. It positions it in the evolving literature on relationship marketing and suggests directions for further research and developments in the area Design/methodology/approachA review of key contributions of the paper to the study of relationship marketing and the effects of service failures on relationships identifies emerging strands of research. FindingsThe concept of a “relationship lifecycle” is now widely used in marketing for identifying customer segments. Different points in the lifecycle are associated with differing sets of relationship expectations and levels of tolerance to service failure. Customer relationship management has tended to morph into customer experience management where principles of relationship lifecycles have been applied to mapping customer “journeys” through a service process.Practical implicationsThe original study informed practices of managing relationship expectations and handling failed expectations, depending on a customer’s length of relationship with a company. Although relationship marketing was originally conceived as an integrator of marketing cues, its emphasis on cognitive evaluations may have been too limiting and customer experience management has since introduced additional affective dimensions. Originality/valueThe original article had been widely cited, and generated discussion and important further research. It has value as part of the emerging landscape of services marketing research. This retrospective analysis locates this historical development with reference to currently popular issues of customer experience management.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Aug 8, 2016

References

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