Do Customers Misattribute Failures in Customer-Retailer- Relationships?
Customer responses to failures in customer-retailer relationships are expected to depend on the cause of the failures. Previous research on the effect of the cause of failures focused on the relationship between failure causes and customer responses. However, customer perceptions of failure causes did not gain the researchers’ attention. We present an overview of theories that predict differences between perceived and true causes of failures and consider (1) abilityserving, (2) the actor-observer-bias regarding perceived efforts to avoid failures, and (3) the bias in the illusion of control.
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