I want to believe they really care: How complaining customers want to be treated by frontline employees

Journal of Service Management

Volumn 22, Issue 1, 2011, Pages 85-110

  Gruber, Thorsten ^a  

^a UNIVERSITY OF MANCHESTER   (United Kingdom)

Author keywords

Complaints; Consumer behaviour; Consumer services quality; Employees

Indexed keywords

EID: 79952320924     PISSN: 17575818     EISSN: None     Source Type: Journal    
DOI: 10.1108/09564231111106938     Document Type: Article

References (137)

1. Alba, J.W. and Hutchinson, J.W. (1987), Dimensions of consumer expertise in Journal of Consumer Research, Vol. 13, pp. 411-54.
2. Andreassen, T.W. (2001), From disgust to delight: do customers hold a grudge? in Journal of Service Research, Vol. 4, No. 1, pp. 39-49.
3. Archer, M.S., Bhaskar, R., Collier, A., Lawson, T. and Norrie, A. (Eds.) (1998), Critical Realism - Essential Readings, Routledge, London.
4. Ashforth, B.E. and Humphrey, R.H. (1993), Emotional labor in service roles: the influence of identity in Academy of Management Review, Vol. 18, No. 1, pp. 88-115.
5. Bechara, J.P. and van de Ven, A.H. (2007), Philosophy of science underlying engaged scholarship in van de Ven, A.H. (Ed.), Engaged Scholarship: A Guide for Organizational and Social Research, Oxford University Press, Oxford, pp. 36-70.
6. Becker, W.S. and Wellins, R.S. (1990), Customer service perceptions and reality in Training & Development Journal, Vol. 44, No. 3, pp. 49-51.
7. Bell, S.J. and Luddington, J.A. (2006), Coping with customer complaints in Journal of Service Research, Vol. 8, No. 3, pp. 192-204.
8. Bhaskar, R. (1978), A Realist Theory of Science, Harvester Press, Hassocks.
9. Bitner, M.J., Booms, B.H. and Mohr, L.A. (1994), Critical service encounters: the employee's viewpoint in Journal of Marketing, Vol. 58, October, pp. 95-106.
10. Bitner, M.J., Booms, B.H. and Tetreault, M.S. (1990), The service encounter: diagnosing favorable and unfavorable incidents in Journal of Marketing, Vol. 54, January, pp. 71-84.
11. Blodgett, J.G., Granbois, D.H. and Walters, R.G. (1993), The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions in Journal of Retailing, Vol. 69, No. 4, pp. 399-428.
12. Blodgett, J.G., Hill, D.J. and Tax, S.S. (1997), The effects of distributive, procedural, and interactional justice on postcomplaint behavior in Journal of Retailing, Vol. 73, No. 2, pp. 185-210.
13. Blodgett, J.G., Wakefield, K.L. and Barnes, J.H. (1995), The effects of customer service on consumer complaining behaviour in Journal of Services Marketing, Vol. 9, No. 4, pp. 31-42.
14. Bodey, K. and Grace, D. (2006), Segmenting service 'complainers' and 'non-complainers' on the basis of consumer characteristics in Journal of Services Marketing, Vol. 20, No. 3, pp. 178-87.
15. Boshoff, C. and Allen, J. (2000), The influence of selected antecedents on frontline staff's perceptions of service recovery performance in International Journal of Service Industry Management, Vol. 11, No. 1, pp. 63-90.
16. Botschen, G., Thelen, E.M. and Pieters, R. (1999), Using means-end structures for benefit segmentation in European Journal of Marketing, Vol. 33, Nos 1/2, pp. 38-58.
17. Brown, S.W. (2000), Practicing best-in-class service recovery in Marketing Management, Vol. 9, Summer, pp. 8-9.
18. Brown, S.W., Cowles, D.L. and Tuten, T.L. (1996), Service recovery: its value and limitations as a retail strategy in International Journal of Service Industry Management, Vol. 7, No. 5, pp. 32-46.
19. Brown, T.J., Mowen, J.C., Donavan, D.T. and Licata, J.W. (2002), The customer orientation of service workers: personality trait influences on self and supervisor performance ratings in Journal of Marketing Research, Vol. 39, No. 1, pp. 110-19.
20. Büdenbender, U. and Strutz, H. (1996), Gabler Lexikon Personal (Gabler Encyclopedia Personnel), Gabler, Wiesbaden.
21. Carraher, S.M., Carraher, S.C. and Mintu-Wimsatt, A. (2005), Customer service management in Western and Central Europe: a concurrent validation strategy in entrepreneurial financial information services organizations in Journal of Business Strategies, Vol. 22, No. 1, pp. 41-54.
22. Chandon, J.L., Leo, P.Y. and Philippe, J. (1997), Service encounter dimensions - a dyadic perspective: measuring the dimensions of service encounters as perceived by customers and personnel in International Journal of Service Industry Management, Vol. 8, No. 1, pp. 65-86.
23. Chang, C.-C. (2006), When service fails: the role of the salesperson and the customer in Psychology & Marketing, Vol. 23, No. 3, pp. 203-24.
24. Chebat, J.-C. and Kollias, P. (2000), The impact of empowerment on customer contact employees' roles in service organizations in Journal of Service Research, Vol. 3, No. 1, pp. 66-81.
25. Chebat, J.-C., Davidow, M. and Codjovi, I. (2005), Silent voices: why some dissatisfied consumers fail to complain in Journal of Service Research, Vol. 7, No. 4, pp. 328-42.
26. Chisnall, P.M. (1995), Consumer Behaviour, 3rd ed., McGraw-Hill, Maidenhead.
27. Christensen, G.L. and Olson, J.C. (2002), Mapping consumers' mental models with ZMET in Psychology & Marketing, Vol. 19, No. 6, pp. 477-502.
28. Claeys, C., Swinnen, A. and van den Abeele, P. (1995), Consumers' means-end chains for think and feel products in International Journal of Research in Marketing, Vol. 12, No. 3, pp. 193-208.
29. Colgate, M. and Norris, M. (2001), Developing a comprehensive picture of service failure in International Journal of Service Industry Management, Vol. 12, No. 3, pp. 215-33.
30. Collie, T.A., Sparks, B. and Bradley, G. (2000), Investing in interactional justice: a study of the fair process effect within a hospitality failure context in Journal of Hospitality & Tourism Research, Vol. 24, No. 4, pp. 448-72.
31. Comer, L.B. and Drollinger, T. (1999), Active empathetic listening and selling success: a conceptual framework in Journal of Personal Selling & Sales Management, Vol. 19, No. 1, pp. 15-29.
32. Creswell, J.W. (2003), Research Design - Qualitative, Quantitative, and Mixed Methods Approaches, Sage, Thousand Oaks, CA.
33. Dallimore, K.S., Sparks, B.A. and Butcher, K. (2007), The influence of angry customer outbursts on service providers' facial displays and affective states in Journal of Service Research, Vol. 10, No. 1, pp. 78-92.
34. Danermark, B., Ekström, M., Jakobsen, L. and Karlsson, J.C. (2002), Explaining Society - Critical Realism in the Social Sciences, Routledge, London.
35. Deeter-Schmelz, D.R., Goebel, D.J. and Kennedy, K.N. (2008), What are the characteristics of an effective sales manager? An exploratory study comparing salesperson and sales manager perspectives in Journal of Personal Selling & Sales Management, Vol. 28, No. 1, pp. 7-20.
36. Deeter-Schmelz, D.R., Kennedy, K.N. and Goebel, D.J. (2002), Understanding sales manager effectiveness - linking attributes to sales force values in Industrial Marketing Management, Vol. 31, No. 7, pp. 617-26.
37. De Ruyter, K. and Wetzels, M. (2000), The impact of perceived listening behavior in voice-to-voice service encounters in Journal of Service Research, Vol. 2, No. 3, pp. 276-84.
38. DeWitt, T., Nguyen, D.T. and Marshall, R. (2008), Exploring customer loyalty following service recovery in Journal of Service Research, Vol. 10, No. 3, pp. 269-81.
39. Dhar, R. and Glazer, R. (2003), Hedging customers in Harvard Business Review, Vol. 81, May, pp. 86-92.
40. Diefendorff, J.M., Croyle, M.H. and Gosserand, R.H. (2005), The dimensionality and antecedents of emotional labor strategies in Journal of Vocational Behavior, Vol. 66, No. 2, pp. 339-57.
41. Easton, G. (2002), Marketing: a critical realist approach in Journal of Business Research, Vol. 55, pp. 103-9.
42. Easton, G. (2010), Critical realism in case study research in Industrial Marketing Management, Vol. 39, No. 1, pp. 118-28.
43. Ekman, P., Friesen, W.V. and O'Sullivan, M. (1988), Smiles when lying in Journal of Personality and Social Psychology, Vol. 54, pp. 414-20.
44. Folger, R. and Cropanzano, R. (1998), Organizational Justice and Human Resource Management, Sage, Beverly Hills, CA.
45. Folkes, V.S. (1984), Consumer reactions to product failure: an attributional approach in Journal of Consumer Research, Vol. 10, March, pp. 398-409.
46. Gabbott, M. and Hogg, G. (2000), An empirical investigation of the impact of non-verbal communication on service evaluation in European Journal of Marketing, Vol. 34, Nos 3/4, pp. 384-98.
47. Gengler, C.E. and Reynolds, T.J. (1993), LADDERMAP: a software tool for analyzing laddering data, version 5.4, (Computer software).
48. Gengler, C.E. and Reynolds, T.J. (1995), Consumer understanding and advertising strategy: analysis and strategic translation of laddering data in Journal of Advertising Research, Vol. 35, pp. 19-33.
49. Gengler, C.E., Klenosky, D.B. and Mulvey, M.S. (1995), Improving the graphic representation of means-end results in International Journal of Research in Marketing, Vol. 12, pp. 245-56.
50. Goodwin, C. and Ross, I. (1990), Consumer evaluations of responses to complaints: what's fair and why? in Journal of Consumer Marketing, Vol. 7, No. 2, pp. 39-47.
51. Gountas, S., Ewing, M.T. and Gountas, J.I. (2007), Testing airline passengers' responses to flight attendants' expressive displays: the effects of positive affect in Journal of Business Research, Vol. 60, No. 1, pp. 81-3.
52. Grandey, A.A. (2003), When 'the show must go on': surface acting and deep acting as determinants of emotional exhaustion and peer-rated service delivery in Academy of Management Journal, Vol. 46, No. 1, pp. 86-96.
53. Grandey, A.A., Fisk, G.M., Mattila, A.S., Jansen, K.J. and Sideman, L.A. (2005), Is 'service with a smile' enough? Authenticity of positive displays during service encounters in Organizational Behavior and Human Decision Processes, Vol. 96, No. 1, pp. 38-55.
54. Grayson, K. (1998), Customer responses to emotional labour in discrete and relational service exchange in International Journal of Service Industry Management, Vol. 9, No. 2, pp. 126-54.
55. Greenberg, J. (1987), The college sophomore as guinea pig: setting the record straight in The Academy of Management Review, Vol. 12, No. 1, pp. 157-9.
56. Grönroos, C. (1982), An applied service marketing theory in European Journal of Marketing, Vol. 16, February, pp. 30-41.
57. Groth, M., Hennig-Thurau, T. and Walsh, G. (2009), Customer reactions to emotional labor: the roles of employee acting strategies and customer detection accuracy in Academy of Management Journal, Vol. 52, No. 5, pp. 958-74.
58. Gruber, T., Szmigin, I. and Voss, R. (2006), The desired qualities of customer contact employees in complaint handling encounters in Journal of Marketing Management, Vol. 22, Nos 5/6, pp. 619-42.
59. Gruber, T., Szmigin, I. and Voss, R. (2009a), Developing a deeper understanding of attributes of effective customer contact employees in personal complaint handling encounters in Journal of Services Marketing, Vol. 23, No. 6, pp. 422-35.
60. Gruber, T., Szmigin, I. and Voss, R. (2009b), Handling customer complaints effectively - a comparison of the value maps of female and male complainants in Managing Service Quality, Vol. 19, No. 6, pp. 636-56.
61. Hart, C.W.L., Heskett, J.L. and Earl Sasser, W. Jr (1990), The profitable art of service recovery in Harvard Business Review, Vol. 68, July-August, pp. 148-56.
62. Hartline, M.D. and Ferrell, O.C. (1996), The management of customer-contact service employees: an empirical investigation in Journal of Marketing, Vol. 60, October, pp. 52-70.
63. Healy, M. and Perry, C. (2000), Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm in Qualitative Market Research: An International Journal, Vol. 3, No. 3, pp. 118-26.
64. Helms, M.M. and Mayo, D.T. (2008), Assessing the poor quality service: perceptions of customer service representatives in Managing Service Quality, Vol. 18, No. 6, pp. 610-22.
65. Henneberg, S.C., Gruber, T., Reppel, A., Ashnai, B. and Naudé, P. (2009), Complaint management expectations: an online-laddering analysis of small versus large firms in Industrial Marketing Management, Vol. 38, No. 6, pp. 584-98.
66. Hennig-Thurau, T., Groth, M., Paul, M. and Gremler, D.D. (2006), Are all smiles created equal? How emotional contagion and emotional labor affect service relationships in Journal of Marketing, Vol. 70, July, pp. 58-73.
67. Hirschman, A.O. (1970), Exit, Voice and Loyalty, Harvard Press, Cambridge, MA.
68. Hochschild, A. (1983), The Managed Heart, University of California Press, Berkeley, CA.
69. Hogan, J., Hogan, R. and Busch, C.M. (1984), How to measure service orientation in Journal of Applied Psychology, Vol. 69, No. 1, pp. 67-173.
70. Homburg, C. and Fürst, A. (2005), How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach in Journal of Marketing, Vol. 69, July, pp. 95-114.
71. Homburg, C. and Fürst, A. (2007), See no evil, hear no evil, speak no evil: a study of defensive organizational behavior towards customer complaints in Journal of the Academy of Marketing Science, Vol. 35, No. 4, pp. 523-36.
72. Hunt, S.D. (2003), Controversy in Marketing Theory - For Reason, Realism, Truth, and Objectivity, M.E. Sharpe, Armonk, NY.
73. Hunt, S.D. (2005), For truth and realism in management research in Journal of Management Inquiry, Vol. 14, No. 2, pp. 127-38.
74. Jaccard, J., Brinberg, D. and Dittus, P.J. (1989), Couple decision making: individual- and dyadic-level analysis in Brinberg, D. and Jaccard, J. (Eds.), Dyadic Decision Making, Springer, New York, NY, pp. 36-50.
75. Karatepe, O. (2006), The effects of selected antecedents on the service recovery performance of frontline employees in The Service Industries Journal, Vol. 26, No. 1, pp. 39-57.
76. Kau, A.-K. and Loh, E.W.-Y (2006), The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants in Journal of Services Marketing, Vol. 20, No. 2, pp. 101-11.
77. Kim, C., Kim, S., Im, S. and Shin, C. (2003), The effect of attitude and perception on consumer complaint intentions in Journal of Consumer Marketing, Vol. 20, No. 4, pp. 352-71.
78. Kowalski, R.M. (1996), Complaints and complaining: functions, antecedents, and consequences in Psychological Bulletin, Vol. 119, No. 2, pp. 179-96.
79. Krippendorff, K. (2004), Content Analysis, Sage, Thousand Oaks, CA.
80. Lapidus, R.S. and Pinkerton, L. (1995), Customer complaint situations: an equity theory perspective in Psychology & Marketing, Vol. 12, No. 2, pp. 105-18.
81. Lerman, D. (2006), Consumer politeness and complaining behaviour in Journal of Services Marketing, Vol. 20, No. 2, pp. 92-100.
82. Levesque, T.J. and McDougall, G.H.G. (2000), Service problems and recovery strategies: an experiment in Canadian Journal of Administrative Sciences, Vol. 17, No. 1, pp. 20-37.
83. Lewis, B.R. and McCann, P. (2004), Service failure and recovery: evidence from the hotel industry in International Journal of Contemporary Hospitality Management, Vol. 16, No. 1, pp. 6-17.
84. Liao, H. (2007), Do it right this time: the role of employee service recovery performance in customer-perceived justice and loyalty after service failures in Journal of Applied Psychology, Vol. 92, No. 2, pp. 475-89.
85. Lovelock, C. and Wirtz, J. (2010), Services Marketing: People, Technology, Strategy, 7th ed., Pearson, Prentice-Hall, Upper Saddle River, NJ.
86. McAlister, D.T. and Erffmeyer, R.C. (2003), A content analysis of outcomes and responsibilities for consumer complaints to third-party organizations in Journal of Business Research, Vol. 56, pp. 341-51.
87. McColl-Kennedy, J.R. and Sparks, B.A. (2003), Application of fairness theory to service failures and service recovery in Journal of Service Research, Vol. 5, No. 3, pp. 251-66.
88. McCollough, M.A., Berry, L.L. and Yadav, M.S. (2000), An empirical investigation of customer satisfaction after service failure and recovery in Journal of Service Research, Vol. 3, No. 2, pp. 121-37.
89. McKean, J. (2003), Customers Are People [...] the Human Touch, Wiley, Chichester.
90. Mann, S. (1999), Emotion at work: to what extent are we expressing, suppressing, or faking it? in European Journal of Work and Organizational Psychology, Vol. 8, No. 3, pp. 347-69.
91. Mattila, A.S. (2001), The effectiveness of service recovery in a multi-industry setting in Journal of Services Marketing, Vol. 15, No. 7, pp. 583-96.
92. Maxham, J.G. III and Netemeyer, R.G. (2003), Firms reap what they sow: the effects of shared values and perceived organizational justice on customers' evaluations of complaint handling in Journal of Marketing, Vol. 67, January, pp. 46-62.
93. Menon, K. and Dubé, L. (2000), Ensuring greater satisfaction by engineering salesperson response to customer emotions in Journal of Retailing, Vol. 76, No. 3, pp. 285-307.
94. Naylor, G. (2003), The complaining customer: a service provider's best friend? in Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 16, pp. 241-8.
95. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), A conceptual model of service quality and its implications for future research in Journal of Marketing, Vol. 49, Fall, pp. 41-50.
96. Paul, M., Hennig-Thurau, T., Gremler, D.D., Gwinner, K.P. and Wiertz, C. (2009), Toward a theory of repeat purchase drivers for consumer services in Journal of the Academy of Marketing Science, Vol. 37, No. 2, pp. 215-37.
97. Perry, C., Riege, A. and Brown, L. (1999), Realism's role among scientific paradigms in marketing research in Irish Marketing Review, Vol. 12, No. 2, pp. 16-22.
98. Potter, G. and López, J. (2001), After postmodernism in López, J. and Potter, G. (Eds.), After Postmodernism - An Introduction to Critical Realism, The Athlone Press, London, pp. 3-16.
99. Priluck, R. and Lala, V. (2009), The impact of the recovery paradox on retailer-customer relationships in Managing Service Quality, Vol. 19, No. 1, pp. 42-59.
100. Ramsey, R.P. and Sohi, W.S. (1997), Listening to your customers: the impact of perceived salesperson listening behavior on relationship outcomes in Journal of the Academy of Marketing Science, Vol. 25, pp. 127-37.
101. Reynolds, T.J. and Gutman, J. (1988), Laddering theory, method, analysis, and interpretation in Journal of Advertising Research, Vol. 28, February/March, pp. 11-31.
102. Reynolds, T.J., Dethloff, C. and Westberg, S.J. (2001), Advances in laddering in Reynolds, T.J. and Olson, J.C. (Eds.), Understanding Consumer Decision Making - The Means-end Approach to Marketing and Advertising Strategy, Lawrence-Erlbaum, Mahwah, NJ, pp. 91-111.
103. Richins, M.L. (1982), An investigation of consumer attitudes toward complaining in Mitchell, A. (Ed.), Advances in Consumer Research, Association for Consumer Research, Provo, UT, pp. 502-6.
104. Richins, M.L. (1987), A multivariate analysis of responses to dissatisfaction in Journal of the Academy of Marketing Science, Vol. 15, Fall, pp. 24-31.
105. Rothenberg, S., Grewal, D. and Iyer, G.R. (2008), Understanding the role of complaint handling on consumer loyalty in service relationship in Journal of Relationship Marketing, Vol. 7, No. 4, pp. 359-75.
106. Sayer, A. (2000), Realism and Social Science, Sage, London.
107. Schneider, B. and Bowen, D.E. (1995), Winning the Service Game, Harvard Business School Press, Boston, MA.
108. Schwartz, S.H. (1992), Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries in Zanna, M.P. (Ed.), Advances in Experimental Social Psychology, Academic Press, San Diego, CA, pp. 1-65.
109. Schwartz, S.H. (1994), Are there universal aspects in the structure and contents of human values? in Journal of Social Issues, Vol. 50, No. 4, pp. 19-46.
110. Seiders, K. and Berry, L.L. (1998), Service fairness: what it is and why it matters in Academy of Management Executive, Vol. 12, No. 2, pp. 8-20.
111. Singh, J. (1990), Voice, exit, and negative word-of-mouth behaviors: an investigation across three service categories in Journal of the Academy of Marketing Science, Vol. 18, Winter, pp. 1-15.
112. Slama, M., D'Onofrio, M. and Celuch, K. (1993), Consumer complaint behaviors of market mavens in Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 6, pp. 175-80.
113. Smith, A.K., Bolton, R.N. and Wagner, J. (1999), A model of customer satisfaction with service encounters involving failure and recovery in Journal of Marketing Research, Vol. 36, August, pp. 356-72.
114. Sobh, R. and Perry, C. (2006), Research design and data analysis in realism research in European Journal of Marketing, Vol. 40, Nos 11/12, pp. 1194-209.
115. Stauss, B. (2002), The dimensions of complaint satisfaction: process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction in Managing Service Quality, Vol. 12, No. 3, pp. 173-83.
116. Stauss, B. and Schoeler, A. (2004), Complaint management profitability: what do complaint managers know? in Managing Service Quality, Vol. 14, Nos 2/3, pp. 147-56.
117. Stauss, B. and Seidel, W. (1998), Beschwerdemanagement, 2nd ed., Hanser, Muenchen.
118. Strauss, A. and Corbin, J.M. (1998), Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory, Sage, Thousand Oaks, CA.
119. Tax, S.S. and Brown, S.W. (1998), Recovering and learning from service failure in Sloan Management Review, Vol. 40, Fall, pp. 75-88.
120. Tax, S.S., Brown, S.W. and Chandrashekaran, M. (1998), Customer evaluations of service complaint experiences: implications for relationship marketing in Journal of Marketing, Vol. 62, April, pp. 60-76.
121. Teng, C.-C. and Barrows, C.W. (2009), Service orientation: antecedents, outcomes, and implications for hospitality research and practice in The Service Industries Journal, Vol. 29, No. 10, pp. 1413-35.
122. Ter Hofstede, F., Steenkamp, J.-B.E.M. and Wedel, M. (1999), International market segmentation based on consumer-product relation in Journal of Marketing Research, Vol. 36, February, pp. 1-17.
123. Ter Hofstede, F., Audenaert, A., Steenkamp, J.-B.E.M. and Wedel, M. (1998), An investigation into the association pattern technique as a quantitative approach to measuring means-end chains in International Journal of Research in Marketing, Vol. 15, January, pp. 37-50.
124. Thompson, F. and Perry, C. (2004), Generalizing results of an action research in one work place to other situations and practice in European Journal of Marketing, Vol. 38, Nos 3/4, pp. 401-18.
125. Tronvoll, B. (2008), Complainer characteristics when exit is closed in International Journal of Service Industry Management, Vol. 18, No. 1, pp. 25-51.
126. van Dolen, W., de Ruyter, K. and Lemmink, J. (2004), An empirical assessment of the influence of customer emotions and contact employee performance on encounter and relationship satisfaction in Journal of Business Research, Vol. 57, No. 4, pp. 437-44.
127. Voorhees, C.M.A., Brady, M.K. and Horowitz, D.M. (2006), Voice from the silent masses: an exploratory and comparative analysis of noncomplainers in Academy of Marketing Science Journal, Vol. 34, No. 4, pp. 514-27.
128. Vos, J.F.J., Huitema, G.B. and de Lange-Ros, E. (2008), How organisations can learn from complaints in The TQM Journal, Vol. 20, No. 1, pp. 8-17.
129. Voss, R., Gruber, T. and Szmigin, I. (2007), Service quality in higher education: the role of student expectations in Journal of Business Research, Vol. 60, No. 9, pp. 949-59.
130. Wansink, B. (2003), Using laddering to understand and leverage a brand's equity in Qualitative Market Research - An International Journal, Vol. 6, pp. 111-18.
131. Wels-Lips, I., van der Ven, M. and Pieters, R. (1998), Critical service dimensions: an empirical investigation across six industries in International Journal of Service Industry Management, Vol. 9, No. 3, pp. 286-309.
132. Weun, S., Beatty, S.E. and Jones, M.A. (2004), The impact of service failure severity on service recovery evaluations and post-recovery relationships in Journal of Services Marketing, Vol. 18, No. 2, pp. 133-46.
133. Winsted, K.F. (2000), Service behaviors that lead to satisfied customers in European Journal of Marketing, Vol. 34, Nos 3/4, pp. 399-417.
134. Wirtz, J. and Mattila, A.S. (2004), Consumer responses to compensation, speed of recovery and apology after a service failure in International Journal of Service Industry Management, Vol. 15, No. 2, pp. 150-66.
135. Wood, A.M., Linley, P.A., Maltby, J., Baliousis, M. and Joseph, S. (2008), The authentic personality: a theoretical and empirical conceptualization and the development of the authenticity scale in Journal of Counseling Psychology, Vol. 55, No. 3, pp. 385-99.
136. Zaltman, G. and Higie, R.A. (1993), Seeing the Voice of the Customer: The Zaltman Metaphor Elicitation Technique (Report Number 93-114), Marketing Science Institute, Cambridge, MA.
137. Zinkhan, G.M. and Braunsberger, K. (2004), The complexity of consumers' cognitive structures and its relevance to consumer behaviour in Journal of Business Research, Vol. 57, pp. 575-82.