Exploring Online Double Deviation Effect from Psychological Contract Violation, Emotion, and Power Perspectives

Service recovery is a critical moment of truth in retaining customers and reinforcing customer relationships, and has been considered as an “Achilles\u27 heel” in online marketplaces. Poor service recoveries exacerbate the negative effects of the failure, producing a “double deviation” effect. The double deviation effect may arise from the seller’s power misuse and then dissolve the buyer-seller relationship (e.g., violate consumer psychological contract), elicit consumer negative emotions which lead to customer coping behaviors. This study links the theories of psychological contract violation (PCV), emotion, and coping from the power perspective to investigate the double deviation scenario in online auction marketplaces. Two moderators (perceived power and perceived consumer empowerment) are considered in our proposed model. Data collected from 190 consumers of one auction website provide support for the proposed model. The results shed light on what constitutes the determinants of consumer judgments while facing double deviation scenario and how consumers react to and cope with it in online marketplaces. Finally, implications and limitations are discussed in the last part of this paper. Available at: https://aisel.aisnet.org/pajais/vol6/iss1/4

Exploring Online Double Deviation Effect from Psychological Contract Violation, Emotion, and Power Perspectives

[[abstract]]Service recovery is a critical moment of truth in retaining customers and reinforcing customer relationships, and has been considered as an “Achilles' heel” in online marketplaces. Poor service recoveries exacerbate the negative effects of the failure, producing a “double deviation” effect. The double deviation effect may arise from the seller’s power misuse and then dissolve the buyer-seller relationship (e.g., violate consumer psychological contract), elicit consumer negative emotions which lead to customer coping behaviors. This study links the theories of psychological contract violation (PCV), emotion, and coping from the power perspective to investigate the double deviation scenario in online auction marketplaces. Two moderators (perceived power and perceived consumer empowerment) are considered in our proposed model. Data collected from 190 consumers of one auction website provide support for the proposed model. The results shed light on what constitutes the determinants of consumer judgments while facing double deviation scenario and how consumers react to and cope with it in online marketplaces. Finally, implications and limitations are discussed in the last part of this paper.[[notice]]補正完畢[[journaltype]]國外[[booktype]]紙本[[booktype]]電子版[[countrycodes]]US

Exploring Consumers’ Coping Behaviors in Online Double Deviation Scenarios: From Power Perspective

Service recovery is a critical moment of truth in retaining customers and reinforcing customer relationships, and has been considered as an “Achilles\u27 heel” in online marketplaces. Poor service recoveries exacerbate the negative effects of the failure, producing a “double deviation” effect. The double deviation effect may arise from the seller’s power misuse and then dissolve the buyer-seller relationship (e.g., violate consumer psychological contract), elicit consumer negative emotions which lead to customer coping behaviors. This study links the theories of psychological contract violation (PCV), emotion, and coping from the power perspective to investigate the double deviation scenario in online auction marketplaces. Two moderators (perceived power and perceived consumer empowerment) are considered in our proposed model. Data collected from 181 consumers of one auction website provide support for the proposed model. The results shed light on what constitutes the determinants of consumer judgments while facing double deviation scenario and how consumers react to and cope with it in online marketplaces. Implications and limitations are discussed

Social media revenge: A typology of online consumer revenge

The main purpose of this study is to present a detailed typology of online revenge behaviors that identifies the differential factors affecting this behavior in terms of triggers, channels, and emotional outcomes across two countries: Jordan and Britain. Based on a qualitative approach from a sample of Jordanian and British customers who had previously committed acts of online revenge (N = 73), this study identified four main types of online avengers: materialistic, ego-defending, aggressive, and rebellious. The findings show that British consumers were motivated by core service malfunction failures and employee failures. In contrast, Jordanian consumers’ acts of revenge were triggered by wasta service failures and contract breach failures. Moreover, Jordanian consumers tended to employ more aggressive and sometimes illegal ways to get revenge, whereas British consumers often used social media platforms and review websites. The findings have implications for the prevalence of online consumer revenge acts and for extending theoretical understanding of why and how consumers employ the Internet for revenge after a service failure in addition to how to respond to each avenger

Serving the cause when my organization does not: a self‐affirmation model of employees’ compensatory responses to ideological contract breach

Transactional and relational contract breach occur when organizations fail to deliver on promised personal benefits for employees and are associated with negative behaviors reciprocating such mistreatment. However, recent research suggests that ideological contract breach, a unique form of contract breach, may yield constructive behaviors because it is not organizations’ direct personal mistreatment of employees, but organizations’ abandonment of a valued cause to benefit a third party. Such an interesting prediction goes beyond the dominant social-exchange framework, which mainly forecasts destructive responses to breach. In this research, we develop a novel self-affirmation model to explain how ideological contract breach results in counterintuitive positive outcomes. In a hospital field study among medical professionals (N = 362) and their supervisors (N = 129), we found that ideological contract breach induces employees’ rumination about the breach, which in turn prompts them to self-affirm core values at work. This self-affirmation eventually spurs proactive serving behavior and self-improvement behavior to compensate for the breached ideology. Professional identification enhances this self-affirmation process

Psychological contract violation and customer intention to reuse online retailers:exploring mediating and moderating mechanisms

This study examines the impact of psychological contract violation (PCV) on customer intention to reuse online retailer websites via the mediating mechanisms of trust and satisfaction. The moderating role of perceived structural assurance (SA) is also investigated. An empirical study conducted among online shoppers confirms the indirect effects of PCV on customers’ intention to reuse via trust and satisfaction. The findings also support the moderating impact of perceived SA in the network of relationships. The study underscores the importance of SA as a trust-building mechanism for mitigating the deleterious effects of PCV among online customers, although the role of SA in preserving satisfaction is found to be limited. The findings suggest that online retailers may benefit by investing in SA and addressing the negative effects of PCV proactively rather than simply relying on post-failure service recovery mechanisms

Antecedents and outcomes of psychological contract breach: Coping behaviour as a mediator of the effects of feelings of violation related to service outcomes

Psychological contract is “an individual’s relational schema regarding the rules and conditions of the resource exchange between the organization and the person” (Guo et al., 2015, p.4). When people think they are not getting what they expect from a contractual agreement, psychological contract breach occurs (Morrison and Robinson, 1997). Driven by lack of research investigating the antecedents and outcomes of psychological contract breach within service encounters, this study extends existing research on psychological contract theory (Rousseau, 1995) and service marketing literature using the cognitive appraisal theory to investigate antecedents and outcomes of psychological contract breach within a service setting. The study examines a comprehensive model that analyses cognitive appraisal and emotional elicitation to further contribute to service marketing literature. An examination of the direct effects of feelings of violation on service outcomes precludes an understanding of people’s responses to violation-inducing service incidents. Building upon stress-and-coping theory (Folkman and Lazarus, 1984), this study also examines three consumer coping strategies as mediators of violation on consumer’s affective states and behavioural outcomes. Therefore, this study aims to build on prior marketing literature research, which has focused narrowly on psychological contract fulfilment and violation, to expand service failure literature by examining antecedents and outcomes of perceived psychological contract breach in a more holistic view. Using a survey-based approach, 779 usable responses were collected using an online panel by targeting mobile phone users in the USA. Subsequently, structural equation modelling procedures were followed using AMOS23 to analyse the data. The findings reveal that psychological contract breach can be a source of service failure during service encounters and the perception of contract breach within service encounter failures lead to negative outcomes. Service managers should ask customers to provide feedback that tailored to capture psychological contract issues. Customer active and expressive coping strategies mediate effects of violation on service outcomes. Hence, when customers perceive a contract breach, service managers should encourage customers to use active coping to fix the problem. Otherwise, customers may cope by expressing their feelings of violation to others or deny the failure episode, both of which lead to unfavourable service outcomes for the firm

How do destination negative events trigger tourists’ perceived betrayal and boycott? The moderating role of relationship quality

This study presented and tested a conceptual model that examined how a negative event at a tourism destination influenced perceived betrayal and boycott among tourists. A mixed method approach with three studies was adopted to verify the proposed hypotheses. In Study 1, using Weibo microblogging platform data, we evaluated the impacts of a negative event on tourists\u27 perception of betrayal and intentions to participate in a tourism boycott. In Study 2, an experimental study was conducted to investigate the relationships among the negative event, perceptions of betrayal, and propensity for a tourism boycott. In Study 3, an additional experimental study revealed that relationship quality would moderate the influences of negative events on perceptions of betrayal and intention to join a boycott. The findings of this study offer theoretical and managerial implications for destination management organizations’ responses to negative events