The determinants of consumers’ switching intentions after service failure

摘要

This study explores the impact of two service failures on the switching intentions of customers under the interferences of their negative emotions and service assurance strength when managing controllable and uncontrollable service failure types. This study discusses the impact of relational embeddedness and negative word-of-mouth messages on the switching intentions of customers regarding relationship network and information communication, by conducting a survey with convenience sampling of consumers who frequently participate in tourism activities through tourism websites and who have experienced service failures. The empirical results are as follows: the switching intentions of consumers who are affected by negative emotions become stronger when service failures are controllable factors that could be managed and prevented, and the switching intentions of consumers who are affected by service assurance strength lessens when service failures are controllable factors that could be managed and prevented. The switching intentions of consumers have a positive correlation with the level of relational embeddedness and the strength of word of mouth in an online shopping environment. This study also discusses extant related research or theories, and proposes suggestions for future research.