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- Title
Consequences of customer powerlessness: Secondary control.
- Authors
Bunker, Matthew; Ball, A. Dwayne
- Abstract
This research investigated the consequences of powerlessness when consumers experience service failure with a company that has high-exit barriers. The specific consequences investigated were three types of secondary control, which are grudge-holding, avoidance (predictive avoidance), and retaliation desire. These secondary control coping strategies highlight consumers' ability to control their personal behaviors and thoughts, even when they cannot completely control the outcomes of a situation. A qualitative study, followed by a scenario-based survey and structural equation model, suggest that the primary direct consequences of powerlessness in commercial relationships are grudge-holding and predictive avoidance, and that both predictive avoidance and a desire to retaliate are further consequences of grudge-holding. The results of this research underscore the importance of understanding the role of powerlessness and its consequences in consumer- firm relationships.
- Subjects
CONSUMERS; TELECOMMUNICATION; CABLE television networks; CONSUMER behavior; PSYCHOLOGICAL adaptation; CUSTOMER services
- Publication
Journal of Consumer Behaviour, 2009, Vol 8, Issue 5, p268
- ISSN
1472-0817
- Publication type
Article
- DOI
10.1002/cb.287