Taking Advantage of Service Failures: Opportunistic Complaining

摘要

More and more customers nowadays attempt to take advantage of service recovery situations and claim what they can, rather than what they deserve given the service encounter circumstances (Wirtz and McColl-Kennedy, 2010). The present manuscript advances our understanding of opportunistic complaining by empirically investigating the role situational characteristics of the service failure (severity of the service failure and the provision of service guarantee policies by the service provider) play in triggering the intention to make opportunistic complaints. It further proposes a mediating process by which these drivers impact the consumer's intention to make opportunistic claims. These mediating processes include the customer's cognitive and emotional responses to the service failure.