Spillover effects of service failures in coalition loyalty programs:the buffering effect of special treatment benefits


Coalition loyalty programs are on the rise, yet few studies investigate the impact of service failures in such programs. Using data from a retail context, the authors show that a program partner deemed responsible for a service failure suffers negative customer responses. However, customers' perceptions of the benefits of the coalition loyalty program buffer these consequences. Perhaps most importantly, when customers perceive the program's special treatment benefits as low, direct and indirect spillover effects occur, such that a service failure by one program partner has a negative effect on customer loyalty toward the program itself.

Publication DOI: https://doi.org/10.1016/j.jretai.2013.06.005
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Uncontrolled Keywords: service failure,spillover effects,buffering effect,coalition loyalty program
Publication ISSN: 1873-3271
Last Modified: 17 Jul 2024 07:03
Date Deposited: 20 Aug 2013 12:06
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2014-03-01
Published Online Date: 2013-08-12
Authors: Schumann, Jan H.
Wünderlich, Nancy V.
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)

Export / Share Citation


Additional statistics for this record