Web Appendix A: Experimental manipulations and sample instructions
Panel a) Scenarios for Studies 1a, 1b, 2a, 2b
First Screen: Failure description
You plan to travel to Berlin for a weekend-trip and book a short-haul flight of one hour at an airline.
When you purchase the ticket, you make a fee-based reservation for the seat you would like to take during the flight. In total you pay 150 Euros for the flight.
When the trip starts, you do not receive the seat in the aircraft that you reserved in advance. Instead, you get a seat that you rate as significantly worse.
Second Screen: Manipulation of recovery time
After your arrival you complain at the counter of the airline. The staff apologizes for the incident and collects your personal information.
A voucher for compensation, which can be credited to your next flight, is given to you immediately(after one week / after four weeks). (Three manipulations of recovery time in Studies 1a and 1b[1])
OR
A voucher for compensation, which can be credited to your next flight, is given to you immediately (after one day/ after two days/ after three days/ after four days/ after five days/ after six days/ after one week/ after eight days/ after nine days/ after ten days/ after two weeks/ after three weeks/ after four weeks/ five weeks/ after six weeks/ seven weeks/ after eight weeks).
(18 manipulations of recovery time Study 2a)
OR
A voucher for compensation, which can be credited to your next flight, is given to you immediately (after one day/ after three days/ after five days/ after one week/ after two weeks/ after three weeks/ after four weeks/ five weeks/ after six weeks/ seven weeks/ after eight weeks).
(Twelve manipulations of recovery time in Study 2b)
Third Screen: Query of compensation expectations
You receive your voucher immediately. / You have waited for your voucher (respective recovery time was displayed here).
“How much should the voucher be for you to consider the compensation as appropriate? (in EUR)”
Final Screen: Summary
An email with a voucher of ‘(amount equals expected compensation as stated by participant on third screen)’ will be sent to you (include here the manipulated recovery time).
Panel b) Study 3: Manipulation of relationship strength
First Screen: Failure description with manipulation of relationship strength
You want to travel to Berlin for a weekend-trip and book a short-haul flight of one hour at an airline.
Manipulation first-time customer: You consider yourself as a new customer and use the airline for the first time.
Manipulation relational customer: You consider yourself as a regular customer and have been using the airline for years on a regular basis. You have always been satisfied with the quality of the airline with the result that you trust the airline and are happy with your customer relationship.
When you purchase the ticket, you make a fee-based reservation for the seat you would like to sit on during the flight. In total you pay 150 Euros for the flight.
When the trip starts, you do not receive the seat in the aircraft that you reserved in advance. Instead, you get a seat that you rate as significantly worse.
(The second, third and final screens of Study 3 equal the description of Panel A for the three manipulations of recovery time immediate/ after one week / after four weeks.)
Panel c) Study 4 Manipulation of communication initiatives
First Screen: Failure description
You plan to travel to Berlin for a weekend-trip and book a short-haul flight of one hour at an airline.
When you purchase the ticket, you make a fee-based reservation for the seat you would like to take during the flight. In total you pay 150 Euros for the flight.
When the trip starts, you do not receive the seat in the aircraft that you reserved in advance. Instead, you get a seat that you rate as significantly worse.
Second Screen: Manipulations of recovery time and explanation for the reason for the recovery time
After your arrival you complain at the counter of the airline. The staff apologizes for the incident and collects your personal information.
The result of the examination of your complaint is given to you after one week (after four weeks).
No Explanation: (no statement)
Explanation: The staff explains to you that the reason for the waiting time is a current high volume of customer inquiries.
Third Screen: Manipulations of recovery status updates during recovery time
Manipulation no status updates:
During the waiting time of one week (four weeks) you do not receive any information from the airline regarding the current state of your complaint.
Manipulation status updates:
Screen 3a: A little later, you notice that you have received an email with the following text from the airline:
Screen 3b: A little later, you notice that you have received a further email with the following text from the airline:
Fourth Screen: Query of compensation expectations
You have waited for your voucher one week (four weeks). The airline (explained you the reason of the waiting time and) informed you (did not inform you) about the current state of your complaint.
“How much should the voucher be for you to consider the compensation as appropriate? (in EUR)”
Final Screen: Summary
An email with a voucher of ‘(amount equals expected compensation as stated by participant on fourth screen)’ will be sent to you (include here the manipulated recovery time).
Web Appendix B: Measures
Variables / Study 1a / Study 1b / Study2a / Study 2b / Study 3 / Study 4Satisfaction after service failure
(adapted from Chan et al. 2010)
AVE / 0.745 / 0.707 / 0.838 / 0.839 / 0.809 / 0.854
CR / 0.921 / 0.877 / 0.954 / 0.954 / 0.944 / 0.959
α / 0.920 / 0.866 / 0.954 / 0.953 / 0.949 / 0.959
Factor loadings
I am satisfied with the services provided by the airline. / 0.809 / 0.708 / 0.917 / 0.934 / 0.960 / 0.913
The services of the airline meet my expectations. / 0.782 / 0.521 / 0.885 / 0.944 / 0.955 / 0.918
Overall, I am satisfied with the service provided by the airline. / 0.926 / 0.951 / 0.942 / 0.867 / 0.837 / 0.918
I am satisfied with the airline. / 0.925 / 0.846 / 0.916 / 0.917 / 0.838 / 0.948
Satisfaction with service recovery
(adapted from Maxham and Netemeyer 2002)
AVE / 0.636 / 0.714 / 0.881 / 0.910 / 0.804 / 0.804
CR / 0.839 / 0.881 / 0.957 / 0.968 / 0.924 / 0.925
α / 0.835 / 0.867 / 0.957 / 0.968 / 0.915 / 0.922
Factor loadings
In my opinion, the airline provides a satisfactory resolution to my problem on this particular occasion. / 0.776 / 0.709 / 0.899 / 0.912 / 0.762 / 0.850
I am satisfied with the airline’s handling of this particular problem. / 0.718 / 0.843 / 0.958 / 0.974 / 0.942 / 0.892
Regarding this particular event, I am satisfied with the airline. / 0.889 / 0.964 / 0.958 / 0.975 / 0.971 / 0.945
Satisfaction after service recovery
(adapted from Chan et al. 2010)
AVE / 0.792 / 0.767 / 0.900 / 0.906 / 0.888 / 0.852
CR / 0.938 / 0.929 / 0.973 / 0.975 / 0.969 / 0.945
α / 0.942 / 0.930 / 0.973 / 0.974 / 0.969 / 0.958
Factor loadings
I am satisfied with the services provided by the airline. / 0.887 / 0.814 / 0.932 / 0.954 / 0.910 / 0.920
The services of the airline meet my expectations. / 0.878 / 0.793 / 0.930 / 0.958 / 0.927 / 0.884
Overall, I am satisfied with the service provided by the airline. / 0.946 / 0.920 / 0.973 / 0.966 / 0.971 / 0.963
I am satisfied with the airline. / 0.845 / 0.965 / 0.959 / 0.928 / 0.957 / 0.926
Negative word-of-mouth
(adapted from Jones et al. 2007)
AVE / 0.837
CR / 0.939
α / 0.939
Factor loadings
I would tell others about this airline in a negative way. / 0.930
I would tell my friends not to use this airline. / 0.922
I would complain to my friends and relatives about this airline. / 0.893
Anger
(adapted from Gelbrich 2010)
AVE / 0.852 / 0.908
CR / 0.945 / 0.967
α / 0.943 / 0.967
Factor loadings
I feel angry with the complaint handling of the airline. / 0.851 / 0.911
I feel mad with the complaint handling of the airline. / 0.964 / 0.982
I feel furious about how the airline handled my complaint. / 0.950 / 0.965
Perceived betrayal
(adapted from Grégoire and Fisher 2008)
AVE / 0.693
CR / 0.918
α / 0.922
Factor loadings
I feel cheated by the airline. / 0.859
I feel the airline lied to me. / 0.771
I feel betrayed in a situation I needed the airline’s support. / 0.914
The airline intends to take advantage of me. / 0.884
The airline tries to abuse me. / 0.765
Notes: AVE = average variance extracted; CR = composite reliability; α = Cronbach’s alpha. All variables are measured on 7-point Likert scales (1 = “strongly disagree,” 7 = “strongly agree”). All factor loadings are significant at the 0.01 level.
Web Appendix C: Results of the multistep hierarchical regressions for satisfaction with service recovery(Study 2a)
- All manipulated recovery times
Model with All 18 Recovery Times
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 5.265**
(0.053) / 5.265**
(0.053) / 5.262**
(0.087) / 5.262**
(0.103)
Failure magnitude / -0.298**
(0.035) / -0.295**
(0.035) / -0.295**
(0.035) / -0.295**
(0.035)
Recovery time (linear) / ─ / -0.011**
(0.003) / -0.011*
(0.005) / -0.011
(0.006)
Recovery time (quadratic) / ─ / ─ / 0.000
(0.000) / 0.000
(0.000)
Recovery time (cubic) / ─ / ─ / ─ / 0.000
(0.000)
R² / 0.093 / 0.108 / 0.108 / 0.108
∆R² / 0.093** / 0.016** / 0.000 / 0.000
Notes: Satisfaction with service recovery is thedependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01
- Different periods of manipulated recovery times
Immediate to One Week Recovery Time / One Week to Eight Weeks Recovery Time
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic) / Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 5.412**
(0.077) / 5.412**
(0.077) / 5.539**
(0.118) / 5.539**
(0.118) / 5.165**
(0.070) / 5.165**
(0.070) / 5.207**
(0.119) / 5.248**
(0.137)
Failure magnitude / -0.208**
(0.049) / -0.210**
(0.049) / -0.213**
(0.049) / -0.213**
(0.049) / -0.342**
(0.047) / -0.333**
(0.047) / -0.334**
(0.047) / -0.334**
(0.047)
Recovery time (linear) / ─ / -0.019
(0.033) / -0.021
(0.033) / 0.001
(0.091) / ─ / -0.009*
(0.004) / -0.008
(0.005) / -0.014
(0.011)
Recovery time (quadratic) / ─ / ─ / -0.024
(0.017) / -0.024
(0.017) / ─ / ─ / 0.000
(0.000) / 0.000
(0.001)
Recovery time (cubic) / ─ / ─ / ─ / -0.002
(0.009) / ─ / ─ / ─ / 0.000
(0.000)
R² / 0.055 / 0.056 / 0.063 / 0.063 / 0.108 / 0.118 / 0.119 / 0.119
∆R² / 0.055** / 0.001 / 0.006 / 0.000 / 0.108** / 0.010* / 0.000 / 0.001
Immediate to Four Weeks Recovery Time
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 5.380**
(0.059) / 5.380**
(0.059) / 5.337**
(0.079) / 5.356**
(0.086)
Failure magnitude / -0.283**
(0.038) / -0.285**
(0.039) / -0.286**
(0.039) / -0.285**
(0.039)
Recovery time (linear) / ─ / -0.007
(0.008) / -0.014
(0.012) / -0.020
(0.016)
Recovery time (quadratic) / ─ / ─ / 0.001
(0.001) / 0.000
(0.002)
Recovery time (cubic) / ─ / ─ / ─ / 0.000
(0.000)
R² / 0.091 / 0.093 / 0.094 / 0.094
∆R² / 0.091** / 0.001 / 0.001 / 0.001
Notes: Satisfaction with service recovery is thedependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01.
Web Appendix D: Results of the multistep hierarchical regressions for compensation expectations for all manipulated recovery times(Study 2b)
Model with All 12 Recovery TimesModel 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 60.762**
(2.361) / 60.762**
(2.323) / 64.453**
(3.829) / 59.381**
(4.308)
Failure magnitude / 5.827**
(1.642) / 5.345**
(1.619) / 5.260**
(1.620) / 5.233**
(1.611)
Recovery time (linear) / ─ / 0.502**
(0.125) / 0.601**
(0.149) / 1.293**
(0.312)
Recovery time (quadratic) / ─ / ─ / -0.011
(0.009) / 0.018
(0.014)
Recovery time (cubic) / ─ / ─ / ─ / -0.002*
(0.001)
R² / 0.027 / 0.061 / 0.064 / 0.077
∆R² / 0.027** / 0.034** / 0.003 / 0.013*
Notes: Compensation expectations are the dependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01.
Web Appendix E: Results of the multistep hierarchical regressions for satisfaction with service recovery(Study 2b)
- All manipulated recovery times
Model with All 12 Recovery Times
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 5.093**
(0.063) / 5.093**
(0.062) / 5.080**
(0.102) / 5.022**
(0.116)
Failure magnitude / -0.293**
(0.044) / -0.282**
(0.043) / -0.282**
(0.043) / -0.282**
(0.043)
Recovery time (linear) / ─ / -0.011**
(0.003) / -0.012**
(0.004) / -0.004
(0.008)
Recovery time (quadratic) / ─ / ─ / 0.000
(0.000) / 0.000
(0.000)
Recovery time (cubic) / ─ / ─ / ─ / -0.000
(0.000)
R² / 0.090 / 0.113 / 0.114 / 0.116
∆R² / 0.090** / 0.023** / 0.000 / 0.002
Notes: Satisfaction with service recovery is thedependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01.
- Different periods of manipulated recovery times
Immediate to One Week Recovery Time / One Week to Eight Weeks Recovery Time
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic) / Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 5.342**
(0.099) / 5.342**
(0.099) / 5.272**
(0.171) / 5.242**
(0.172) / 4.933**
(0.073) / 4.933**
(0.073) / 5.006**
(0.111) / 5.005**
(0.112)
Failure magnitude / -0.171*
(0.067) / -0.168*
(0.067) / -0.173*
(0.068) / -0.177**
(0.067) / -0.370**
(0.052) / -0.369**
(0.052) / -0.369**
(0.052) / -0.370**
(0.052)
Recovery time (linear) / ─ / -0.045
(0.038) / -0.048
(0.038) / 0.117
(0.128) / ─ / -0.008†
(0.005) / -0.008
(0.005) / -0.007
(0.012)
Recovery time (quadratic) / ─ / ─ / 0.010
(0.020) / 0.020
(0.021) / ─ / ─ / 0.000
(0.000) / 0.000
(0.000)
Recovery time (cubic) / ─ / ─ / ─ / -0.016
(0.012) / ─ / ─ / ─ / -0.000
(0.000)
R² / 0.033 / 0.040 / 0.041 / 0.050 / 0.143 / 0.153 / 0.155 / 0.155
∆R² / 0.033* / 0.007 / 0.001 / 0.009 / 0.143** / 0.009† / 0.002 / 0.000
Immediate to Four Weeks Recovery Time
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 5.226**
(0.078) / 5.226**
(0.078) / 5.109**
(0.126) / 5.081**
(0.138)
Failure magnitude / -0.246**
(0.054) / -0.239**
(0.054) / -0.241**
(0.054) / -0.241**
(0.054)
Recovery time (linear) / ─ / -0.014
(0.008) / -0.024*
(0.012) / -0.015
(0.020)
Recovery time (quadratic) / ─ / ─ / 0.001
(0.001) / 0.002
(0.002)
Recovery time (cubic) / ─ / ─ / ─ / -0.000
(0.000)
R² / 0.063 / 0.072 / 0.076 / 0.077
∆R² / 0.063** / 0.009 / 0.004 / 0.001
Notes: Satisfaction with service recovery is thedependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01, † p = 0.068.
Web Appendix F: Results of the multistep hierarchical regressions for nWOM (Study 2b)
- All manipulated recovery times
Model with All 12 Recovery Times
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 2.842**
(0.066) / 2.842**
(0.066) / 2.858**
(0.108) / 2.759**
(0.122)
Failure magnitude / 0.347**
(0.046) / 0.339**
(0.046) / 0.338**
(0.046) / 0.338**
(0.046)
Recovery time (linear) / ─ / 0.009*
(0.004) / 0.009*
(0.004) / 0.022*
(0.009)
Recovery time (quadratic) / ─ / ─ / -0.000
(0.000) / 0.001
(0.000)
Recovery time (cubic) / ─ / ─ / ─ / -0.000
(0.000)
R² / 0.112 / 0.124 / 0.124 / 0.129
∆R² / 0.112** / 0.012* / 0.000 / 0.006
Notes: Negative word of mouth is the dependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01.
- Different periods of manipulated recovery times
Immediate to One Week Recovery Time / One Week to Eight Weeks Recovery Time
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic) / Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 2.650**
(0.101) / 2.650**
(0.102) / 2.703**
(0.176) / 2.697**
(0.177) / 2.936**
(0.079) / 2.936**
(0.078) / 3.022**
(0.119) / 3.005**
(0.120)
Failure magnitude / 0.311**
(0.068) / 0.312**
(0.068) / 0.316**
(0.069) / 0.316**
(0.069) / 0.360**
(0.056) / 0.359**
(0.055) / 0.358**
(0.055) / 0.357**
(0.055)
Recovery time (linear) / ─ / -0.018
(0.039) / -0.016
(0.039) / 0.016
(0.132) / ─ / 0.011*
(0.005) / 0.011*
(0.005) / 0.028*
(0.013)
Recovery time (quadratic) / ─ / ─ / -0.008
(0.021) / -0.006
(0.022) / ─ / ─ / 0.000
(0.000) / 0.000
(0.000)
Recovery time (cubic) / ─ / ─ / ─ / -0.003
(0.012) / ─ / ─ / ─ / -0.000
(0.000)
R² / 0.098 / 0.099 / 0.099 / 0.100 / 0.120 / 0.134 / 0.137 / 0.143
∆R² / 0.098** / 0.001 / 0.001 / 0.000 / 0.120** / 0.014* / 0.003 / 0.006
Immediate to Four Weeks Recovery Time
Model 1 / Model 2
(linear) / Model 3
(quadratic) / Model 4
(cubic)
Constant / 2.706**
(0.078) / 2.706**
(0.078) / 2.660**
(0.126) / 2.651**
(0.138)
Failure magnitude / 0.358**
(0.054) / 0.356**
(0.054) / 0.355**
(0.054) / 0.355**
(0.054)
Recovery time (linear) / ─ / 0.004
(0.008) / 0.001
(0.012) / 0.003
(0.020)
Recovery time (quadratic) / ─ / ─ / 0.001
(0.001) / 0.001
(0.002)
Recovery time (cubic) / ─ / ─ / ─ / -0.000
(0.000)
R² / 0.127 / 0.128 / 0.128 / 0.128
∆R² / 0.127** / 0.001 / 0.001 / 0.000
Notes: Negative word of mouth is the dependent variable. Unstandardized regression coefficients are displayed. Standard errors are in brackets.
* p < 0.05, ** p < 0.01.
[1]After this screen, participants in Study 1b proceeded to a screen that asked them to imagine having to wait one or four weeks for the compensation. Participants in the “immediate” cell directly proceeded to the third screen.