Abstract
Regarding service failures restaurants are one of the most experienced one in the tourism and hospitality businesses. High level of service interaction and presence of other consumers in a groups of different size make the failures more complicate. Customers whose service expectation is not meet inform other group members through their negative emotions and may lead to a similar change in the emotions of others. Therefore, dealing with service failure requires more inclusive perspective. In this context, the main purpose of this research is to understand the relationship between service failure and dissatisfaction from group service interaction. To that end, it examines i) the effect of the negative behavioral reactions and emotional contagion on the perceived service failure and service dissatisfaction and ii) the mediator role of service failure on the effect of the negative emotional responses and emotional contagion on dissatisfaction. To collect data scenario-based experiment was applied. Data obtained through both online and face to face survey. Based on 1437 scenario based questionnaire structural equation modeling analysis was performed. Results show that the dominant factor effecting their service failure perception is the feeling of disappointment rather than anger in group failures. Emotional contagion is also effective on service failure perception. Neither negative emotions nor contagion has direct effect on dissatisfaction. Perceived service failure consisting the dimensions of service quality, has a mediating role between emotional states and feeling of satisfaction. That is, consumers’ dissatisfaction feelings occur if they support their emotional reactions with their cognitive assessments of service quality.
Highlights
From the perspective of consumption, the main underlying motivation behind purchasing and consuming is to reach an inner psychological and physiological balance by meeting the needs (Koç, Aydın, Akdeniz-Ar & Boz, 2017, p. 42)
The findings of this study, which examines the impact of the negative emotional reactions and emotional contagion on perceived service failure and service satisfaction based on the group service experience in a restaurant, are congruent with the findings of some studies in the literature to a certain extent; on the other hand, this study reveals several unique findings, which offer distinctive insights
These findings are mostly congruent with the literature regarding the effect of negative emotional reactions on perceived service failure (Bougie et al, 2003; Jones, Reynolds, Mothersbaugh & Beatty, 2007; Mattila and Ro, 2008; Han et al, 2009; Kuo and Wu, 2012; Han and Jeong, 2013; Maher and Sobh, 2014; Nikbin et al, 2015; Cho et al, 2017; Song and Qu, 2017) and only differ from the study conducted by Bonifield and Cole (2007) who drew on a service failure scenario related to a delayed delivery
Summary
From the perspective of consumption, the main underlying motivation behind purchasing and consuming is to reach an inner psychological and physiological balance by meeting the needs (Koç, Aydın, Akdeniz-Ar & Boz, 2017, p. 42). From the perspective of consumption, the main underlying motivation behind purchasing and consuming is to reach an inner psychological and physiological balance by meeting the needs For businesses, the main reason for selling and providing services is to reach a balance while gaining profit and maintaining their own economic assets. Service failures in the consumption process cause negative economic and social interactions between consumers and businesses The negative emotions of consumers that result from poor services are greater than their happiness that results from satisfactory services The negative emotions of consumers that result from poor services are greater than their happiness that results from satisfactory services (Koç, et al, 2017, p. 44)
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