Abstract
This study incorporates individual psychological differences - emotional management ability, behavioural inhibition system (BIS) and appraisal of service failure into the framework model of consumer coping. The model was tested on a sample of 301 respondents. Structural equation modelling was employed to assess data and the six hypothesised relationships. The findings reveal that customers' emotional management ability does affect their assessment and their behavioural inhibition system sensitivity. Severity perceived is positively linked to active and expressive coping while diminishing avoidance coping. Furthermore, BIS sensitivity leads to a greater intention to use both expressive and avoidance coping mechanisms in dealing with service failures. These results propose implications for how service providers should act in service recovery in order to obtain the most optimal outcome.
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