Prior relationships and consumer responses to service failures: A cross-cultural study

Michael K. Hui, Candy K Y HO, Lisa C. Wan

    Research output: Contribution to journalJournal articlepeer-review

    47 Citations (Scopus)


    The authors examine the mitigating effect of an established trusting relationship between service providers and consumers on the consequences of service failures as a function of interdependent-independent self-construal. Two studies reveal that the effect of prior relationship, defined as the length of past patronage of a service provider, on consumer behavioral responses to service failure tends to be more pronounced among consumers with interdependent (vs. independent) self-construal. This variation in the mitigating effect of prior relationship can be attributed to the differential impact of trust in the service provider on the two groups of consumers. The authors conclude with a discussion of managerial implications.

    Original languageEnglish
    Pages (from-to)59-81
    Number of pages23
    JournalJournal of International Marketing
    Issue number1
    Publication statusPublished - 2011

    Scopus Subject Areas

    • Business and International Management
    • Marketing

    User-Defined Keywords

    • Independent-interdependent self-construal
    • Relationship marketing
    • Service failures
    • Services marketing
    • Trust


    Dive into the research topics of 'Prior relationships and consumer responses to service failures: A cross-cultural study'. Together they form a unique fingerprint.

    Cite this