Abstract
This study compares how consumers who experience a successful service recovery differ in their assessment of the encounter from consumers who hear about the event through word of mouth (WOM). We test whether givers of WOM focus more on the recovery while receivers focus on the failure in evaluating the event.
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© 2015 Academy of Marketing Science
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Shi, L.H., Tax, S.S., Huang, L. (2015). The Effect of Complaint Handling on Consumer Word-Of-Mouth: Assessing Difference Between Wom Givers and Receivers. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_18
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DOI: https://doi.org/10.1007/978-3-319-10864-3_18
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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