Abstract
This article provides an examination of consumers' reaction to change that is consciously initiated by firm managers. Despite the best of intentions, some change is not welcomed by consumers. This article provides an explanation regarding why consumers resist change and suggestions are offered regarding ways that organizations can proactively work with their client base when change is needed without damaging their brand. This topic was examined using in‐depth interviews of customers of an experiential service: a family camp resort. The themes identified in this research are directly applicable to a broad range of experiential services including travel and leisure services. The authors thank Richard E. Deer and the editor for their help and assistance.
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