The Effect of Customers’ Emotional Responses to …

JOURNAL OF THE ACADEMY. Smith, bolton OF MARKETING. / SERVICE FAILURE. SCIENCE WINTER 2002. The Effect of Customers'. Emotional Responses to Service Failures on Their Recovery Effort Evaluations and Satisfaction Judgments Amy K. Smith George Washington University Ruth N. bolton University of Oklahoma This study examines the role of customer emotions in the relationship with the organization. Research by Berry and context of service failure and recovery encounters. It in- Parasuraman (1991) and Zeithaml, Berry, and vestigates how customers' Emotional Responses to service Parasuraman (1993) supports the notion that customers failures influence their satisfaction judgments after ac- are more emotionally involved in, and more observant of, counting for cognitive antecedents of satisfaction. The recovery service than routine or first-time service. While study also considers how customers' Emotional Responses some researchers have begun to investigate the impact of to service failures influence how they evaluate an organi- customers' affective state on their service evaluations zation's recovery efforts.

JOURNAL OF THE ACADEMY OF MARKETING SCIENCESmith, Bolton / SERVICE FAILURE WINTER 2002 The Effect of Customers’ Emotional Responses to Service

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