Rethinking Service Recovery Strategies: The Effect of Rapport on Consumer Responses to Service Failure
DeWitt and Brady note that most complaint management strategies operate only after a service failure. They propose that an ongoing rapport with service employees, which exists beforehand, can also bring recovery benefits. Four independent studies show that existing rapport leads to higher satisfaction after a failure, higher repatronage intentions and less negative word of mouth. Rapport does not, however, change the propensity to complain about poor service.
DeWitt and Brady note that most complaint management strategies operate only after a service failure. They propose that an ongoing rapport with service employees, which exists beforehand, can also bring recovery benefits. Four independent studies show that existing rapport leads to higher satisfaction after a failure, higher repatronage intentions and less negative word of mouth. Rapport does not, however, change the propensity to complain about poor service.
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DeWitt, T., & Brady, M. K. (2003). Rethinking Service Recovery Strategies: The Effect of Rapport on Consumer Responses to Service Failure. Journal of Service Research, 6(2), 193-207. doi:10.1177/1094670503257048