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Keywords: Service excellence
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Journal Articles
You deserve the bad (or good) service: the role of moral deservingness in observers’ reactions to service failure (or excellence)
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Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (3): 653–676.
Published: 02 August 2021
... outcome. Conversely, the positive impact of observing service excellence is enhanced when observers consider the target customer to be moral, and thus deserving of a good outcome. This effect occurs because the perception of deservingness leads observers to experience more positive feelings about...
