Consumer complaining behavior in banking: the influence of brand image on brand forgiveness and negative word-of-mouth
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Date
2022
Authors
Gurce, Merve Yanar
Journal Title
Journal ISSN
Volume Title
Publisher
Palgrave Macmillan Ltd
Abstract
This study has established a conceptual model regarding the impacts of brand image, which consists of two subdimensions, corporate social responsibility (CSR) image and personnel image, and brand trust on brand forgiveness and consumer complaining behavior in retail banking. Through a quantitative analysis, the findings showed that favorable CSR image and personnel image positively influence brand forgiveness, reducing negative word-of-mouth in cases of service failures. However, brand forgiveness does not stop consumers from voicing their complaints directly to the firm. Consumers with lower brand trust, brand forgiveness, and brand image are more likely to voice their complaints to third parties.
Description
Keywords
Corporate Social-Responsibility, Customer Forgiveness, Service Failure, Trust, Transgression, Validation, Intentions, Strategy, Impact, Corporate Social-Responsibility, Customer Forgiveness, Service Failure, Trust, Brand trust, Transgression, Brand forgiveness, Validation, CSR image, Intentions, Personnel image, Strategy, Consumer complaining behavior, Impact, Corporate social responsibility
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Citation
0
WoS Q
N/A
Scopus Q
Q2
Source
Journal of Financial Services Marketing