Crocodile marketing : an experimental investigation into the effects of “Crocodile-Tear” apologies on patient loyalty intentions

Dietrich, Martin; Drevs, Florian; Lindenmeier, Jörg; Renner, Simone; Seemann, Ann-Kathrin; Tscheulin, Dieter K.

doi:10.1007/BF03396922

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
Authors:	Dietrich, Martin Drevs, Florian Lindenmeier, Jörg Renner, Simone Seemann, Ann-Kathrin Tscheulin, Dieter K.
et. al:	No
DOI:	10.1007/BF03396922
Published in:	Schmalenbach Business Review
Volume(Issue):	67
Issue:	1
Page(s):	34
Pages to:	53
Issue Date:	2015
Publisher / Ed. Institution:	Springer
ISSN:	1439-2917 2194-072X
Language:	English
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.
URI:	https://digitalcollection.zhaw.ch/handle/11475/18033
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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Dietrich, M., Drevs, F., Lindenmeier, J., Renner, S., Seemann, A.-K., & Tscheulin, D. K. (2015). Crocodile marketing : an experimental investigation into the effects of “Crocodile-Tear” apologies on patient loyalty intentions. Schmalenbach Business Review, 67(1), 34–53. https://doi.org/10.1007/BF03396922

Dietrich, M. et al. (2015) ‘Crocodile marketing : an experimental investigation into the effects of “Crocodile-Tear” apologies on patient loyalty intentions’, Schmalenbach Business Review, 67(1), pp. 34–53. Available at: https://doi.org/10.1007/BF03396922.

M. Dietrich, F. Drevs, J. Lindenmeier, S. Renner, A.-K. Seemann, and D. K. Tscheulin, “Crocodile marketing : an experimental investigation into the effects of “Crocodile-Tear” apologies on patient loyalty intentions,” Schmalenbach Business Review, vol. 67, no. 1, pp. 34–53, 2015, doi: 10.1007/BF03396922.

DIETRICH, Martin, Florian DREVS, Jörg LINDENMEIER, Simone RENNER, Ann-Kathrin SEEMANN und Dieter K. TSCHEULIN, 2015. Crocodile marketing : an experimental investigation into the effects of “Crocodile-Tear” apologies on patient loyalty intentions. Schmalenbach Business Review. 2015. Bd. 67, Nr. 1, S. 34–53. DOI 10.1007/BF03396922

Dietrich, Martin, Florian Drevs, Jörg Lindenmeier, Simone Renner, Ann-Kathrin Seemann, and Dieter K. Tscheulin. 2015. “Crocodile Marketing : An Experimental Investigation into the Effects of “Crocodile-Tear” Apologies on Patient Loyalty Intentions.” Schmalenbach Business Review 67 (1): 34–53. https://doi.org/10.1007/BF03396922.

Dietrich, Martin, et al. “Crocodile Marketing : An Experimental Investigation into the Effects of “Crocodile-Tear” Apologies on Patient Loyalty Intentions.” Schmalenbach Business Review, vol. 67, no. 1, 2015, pp. 34–53, https://doi.org/10.1007/BF03396922.