Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/2066
Title: Matching Explanations with Regulatory Focus
Authors: Salagrama, Ramakrishna
Mattila, Anna S
Prashar, Sanjeev
Tata, Sai Vijay
Keywords: Abstract explanation
Concrete explanation
Regulatory focus
Service failure severity
Informational justice
Issue Date: 20-Sep-2022
Publisher: Marketing Intelligence & Planning
Citation: Vol. 40, No. 8; pp. 958-972
Abstract: Purpose: The present research examines the interaction between explanation type and regulatory focus on informational justice (IJ) and satisfaction with service recovery. Design/methodology/approach: The authors conducted two experiments with 538 respondents. Findings: The findings imply that the effectiveness of the explanation type depends on the regulatory focus of the recipient and the severity of the failure. Specifically, with low severity failures, promotion-oriented respondents were sensitive to explanations about why failures happened. Conversely, their prevention-oriented counterparts were sensitive to explanations about how failures happened. With high severity failures, respondents were sensitive to how the failure happened irrespective of their regulatory focus orientation. Moreover, IJ is the psychological mechanism explaining such effects on satisfaction with service recovery. Originality/value: The research contributes to the service recovery literature showing that explanations provided by the service providers should match the regulatory focus of the customers. The study provides new insights to the practicing managers to enhance the effectiveness of the explanations thus reducing recovery dissatisfaction.
URI: https://doi.org/10.1108/MIP-08-2021-0253
http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/2066
ISSN: 0263-4503
Appears in Collections:Journal Articles

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