Does Loyalty Make Customers Blind? The Impact of Relationship Quality on Channel Members' Attributions and Behaviors Following Negative Critical Incidents

Abstract

Purpose: Although the consequences of attributions triggered by negative critical incidents (NCI) are well documented, determinants of the attribution process itself received considerably less attention. The purpose of this article is to yield further insights regarding attribution processes by investigating the potential buffering effect of relationship quality on the attributions made by channel members following NCI and on their subsequent behaviors. Methodology/Approach: Data used to assess the proposed model was collected from 171 independent retailers and analyzed through PLS path modeling procedures. Findings: Results demonstrate that relationship quality bias channel members' appraisals following NCI by motivating attributions, and ultimately behaviors, which promote relationship preservation. Research Implications: Results confirm the validity of the reverse attributional hypothesis holding that the quality of a relationship shape the attributions made by its participants following NCI in a way that is beneficial to relationship preservation. Practical Implications: The present study advocates that suppliers should nurture relationship quality, categorize their customer portfolio based on the nature of exchange relationships, and implement strategies aiming at influencing attribution processes. Originality/Value/Contribution: This article fills a gap in the marketing literature by investigating not only the consequences but also the antecedents of attributions made by channel members following NCI. Its main contribution lies in the examination and validation of a buffering effect of relationship quality on channel members' attributions regarding NCI.