Abstract
ABSTRACTThis study investigates how the dynamics of service failures in restaurants influence customers’ attitudes and electronic Word-of-Mouth (eWOM) intentions on Social Media (SM). This study explores the escalating service failure continuum, including failure types, failure severity, and recovery efforts. Study 1 examines the influence of the different failures on customers’ positive and negative eWOM intentions. The findings suggest that the prevalent path begins with escalation of service failures that leads to customers’ attitude and eventually influences customers’ negative eWOM intentions. Study 2 further investigates various negative eWOM contents in SM. The findings suggest that customers’ negative eWOM becomes more aggressive as the service failure escalates. Interestingly, results also suggest that customers hold restraint and self-control with aggressiveness of their negative eWOMs.
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