Research of Service Failure Attribution Based on Brand Loyalty

Abstract

We introduce brand loyalty to the general service failure model. Focusing on the response of the loyal customers of a brand in the event of service failure, we establish the structure equation model of service failure attribution based on customers’ brand loyalty. The results of empirical study show that compared with the customers with non-significant brand loyalty, the customers with significant brand loyalty are more likely to find the ‘excuses’ for service failure: the failure is happened in the external of enterprises, is accidental and uncontrollable. And their satisfaction and re-patronage intention is still higher than the customers with non-significant brand loyalty after service failure occurred. Based on this, the service recovery suggestion based on customer brand loyalty classification is proposed.