|Publication type:||Article in scientific journal|
|Type of review:||No review|
|Title:||Crocodile marketing : an experimental investigation into the effects of “Crocodile-Tear” apologies on patient loyalty intentions|
Tscheulin, Dieter K.
|Published in:||Schmalenbach Business Review|
|Publisher / Ed. Institution:||Springer|
|Subjects:||Apology; Crocodile marketing; Customer relationship management; Health service|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||Crocodile-tear apologies are characterized as “pretend” apologies that customers perceive as insincere. We analyze the impact of crocodile-tear apologies on participants’ loyalty intentions after a service failure in an electronic word-of-mouth context. When there are controllable service failures our results suggest that crocodile-tear apologies weaken the detrimental effects on the loyalty intentions of customers who observe such service failures. For customers directly affected by, and for observers of, uncontrollable services failures, complete apologies are more effective. Our results imply that in the electronic word-of-mouth context, easily standardizable crocodile-tear apologies might serve as an alternative apology strategy.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Organisational Unit:||Winterthur Institute of Health Economics (WIG)|
|Appears in collections:||Publikationen School of Management and Law|
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