Brand Tier as Boundary Condition for Customer Perception of Service Failures

摘要

A significant amount of extant service research focuses on customer perceptions of service failures,specifically,comparing concentrated versus dispersed service failures.Another research stream in marketing examines how customers differ in their responses toward brands in different tiers(high-tier brands versus low-tier brands).However,the differential customer perceptions of concentrated versus dispersed service failures across services in different tiers(high-tier versus low-tier)have not been examined in the literature.To address the gap,this research develops a theory-based conceptual framework to compare customer response to failures for services in different tiers.