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October 1, 2025Psychology and MarketingOpen Access

Stories of Service Slip‐Ups: Judgments of Pre‐Service Deservingness Shape Reactions to Service Failures

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Authors

BGBijit Ghosh

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Overview

This research shows how pre-service deservingness affects third-party reactions to service failures, indicating a shift in brand perception.

Key Points

  • Consumers perceived as undeserving of service do not elicit typical negative reactions when they complain.
  • Deservingness perceptions formed before service encounters influence third-party reactions leading to brand advocacy.
  • Three distinct types of evidence were demonstrated across four studies, highlighting shifts from skepticism to support for brands.
  • The study reveals the impact of fairness heuristics on consumer behavior, which can inform strategic brand management.

Cite This Study

Bijit Ghosh (2025) studied this question.

synapsesocial.com/papers/68dd9537fe798ba2fc49975chttps://doi.org/10.1002/mar.70058
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The Multidimensional Scale of Perceived Social Support1988 · 13,398 citations
  2. 2Consumer cynicism in service failures2021 · 40 citations
  3. 3A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts2002 · 1,192 citations
  4. 4Negative Reviews, Positive Impact: Consumer Empathetic Responding to Unfair Word of Mouth2020 · 167 citations
  5. 5You deserve the bad (or good) service: the role of moral deservingness in observers’ reactions to service failure (or excellence)2021 · 8 citations