Customer attributions of service failure and its impact on commitment in the airline industry: an emerging market perspective

Rosemary Matikiti, Mornay Roberts-Lombard, Mercy Mpinganjira

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

Abstract

The purpose of this study was to establish the impact of customer service failure attributions on customer commitment and the influence of service failure severity on recovery satisfaction. Data were collected through structured questionnaires and the hypotheses were tested using Structural Equation Modelling (SEM). The study revealed that service failure severity and attribution dimensions of stability and controllability influence recovery satisfaction. No relationship was established between locus of causality and recovery satisfaction. It was revealed that recovery satisfaction influences customer commitment and knowledge of alternatives moderates the relationship between the two. Service providers are recommedend to avoid preventable service failures.

Original languageEnglish
Pages (from-to)403-414
Number of pages12
JournalJournal of Travel and Tourism Marketing
Volume36
Issue number4
DOIs
Publication statusPublished - 4 May 2019

Keywords

  • Service failure attributions
  • airline industry
  • controllability
  • customer commitment
  • emerging market
  • failure severity
  • knowledge of alternatives
  • locus of causality
  • recovery satisfaction
  • stability

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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