Service Failure, Threat or Opportunity to Engage a Research Shopper?

Nuria Viejo-Fernández (University of Oviedo)
Rodolfo Vázquez-Casielles (University of Oviedo)


This paper analyzes the effect of the existence or not of failures, as well as the response of retailers to an eventual failure, influences the emotions developed by research shoppers. The empirical research is based on a survey with a sample of 636 mobile phone users. The results derived from the application of a structural equations model indicate that research shoppers develop more intense positive emotions when they do not have any complain with the retailers or if they solved the failure satisfactorily. Likewise, the relationship between research shoppers and the development of negative emotions is less intense when customers do not have any complain with the retailer or the company has solved the failure satisfactorily. 


Omni-channel; Research shopping; Emotions; Complains; Retail

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