Graduate studies at Western
Journal of Business Ethics 36 (3):223 - 237 (2002)
|Abstract||Ethical business practices have been widely prescribed, but why? Consumers views on unethical business practices have been studied, but possibly more important to marketers and researchers are consumer actions and reactions to unethical business practices and the businesses themselves. Do consumers react negatively, or in such a way as to "punish" the unethical business? If so, what is the nature and extent of the punishment? This research seeks answers to these questions by examining consumer reactions, such as complaining and switching, to instances of unethical business practices. Using equity theory, this research proposes that consumers should be willing to tolerate some unethical behavior as long as they feel their investments and outcomes remain proportionately equal. Consumers who perceive that their outcome/investment ratio is proportionately unequal to their comparison other will respond by switching or complaining. In this research consumers were exposed to two types of service failures with different levels of service recovery in vignettes. Costs incurred by the consumer during the service transaction were also manipulated in the vignettes. Significant differences were found for complaint behavior in the failure recovery vignettes tested. Specifically, voice complaint was higher in the high cost service encounters in both types of services tested. The recovery attempt used (ethical, unethical, or none) led to significance differences in the variables of complaint, voice complaint, satisfaction, and quality. Higher satisfaction and quality ratings were found for the ethical recovery attempt and higher intentions to use complaint and voice complaint in the unethical recovery attempts. One significant interaction between cost and recovery attempt was found. Intentions to use voice complaint were higher in the high cost situations of ethical and unethical recovery, while approaching equality at the no recovery attempt|
|Keywords||equity theory ethics services service failure service recovery|
|Categories||categorize this paper)|
|Through your library||Configure|
Similar books and articles
Deepak Khazanchi (1995). Unethical Behavior in Information Systems: The Gender Factor. [REVIEW] Journal of Business Ethics 14 (9):741 - 749.
Tine Bock, Iris Vermeir & Patrick Kenhove (2013). “What's the Harm in Being Unethical? These Strangers Are Rich Anyway!” Exploring Underlying Factors of Double Standards. Journal of Business Ethics 112 (2):225-240.
Soheila Mirshekary & Ann D. K. Lawrence (2009). Academic and Business Ethical Misconduct and Cultural Values: A Cross National Comparison. [REVIEW] Journal of Academic Ethics 7 (3):141-157.
Krist Swimberghe, Laura A. Flurry & Janna M. Parker (2011). Consumer Religiosity: Consequences for Consumer Activism in the United States. [REVIEW] Journal of Business Ethics 103 (3):453-467.
Mary C. LaForge (1989). Learned Helplessness as an Explanation of Elderly Consumer Complaint Behavior. Journal of Business Ethics 8 (5):359 - 366.
Vince W. Mitchell, George Balabanis, Bodo B. Schlegelmilch & T. Bettina Cornwell (2009). Measuring Unethical Consumer Behavior Across Four Countries. Journal of Business Ethics 88 (2):395 - 412.
Rhea Ingram, Steven J. Skinner & Valerie A. Taylor (2005). Consumers' Evaluation of Unethical Marketing Behaviors: The Role of Customer Commitment. [REVIEW] Journal of Business Ethics 62 (3):237 - 252.
Scott J. Vitell & James Muncy (1992). Consumer Ethics: An Empirical Investigation of Factors Influencing Ethical Judgments of the Final Consumer. [REVIEW] Journal of Business Ethics 11 (8):585 - 597.
Iris Vermeir & Patrick Van Kenhove (2008). Gender Differences in Double Standards. Journal of Business Ethics 81 (2):281 - 295.
Zhiqiang Liu, Fue Zeng & Chenting Su (2009). Does Relationship Quality Matter in Consumer Ethical Decision Making? Evidence From China. Journal of Business Ethics 88 (3):483 - 496.
Added to index2009-01-28
Total downloads9 ( #122,562 of 739,461 )
Recent downloads (6 months)1 ( #61,778 of 739,461 )
How can I increase my downloads?