Figure 3
The bar chart shows blame distribution between the service firm and the reviewer under three conditions: no response, apology, and callout. In the no response condition with a mean score of 4.99, 71.29 percent of blame is attributed to the service firm and 28.71 percent to the reviewer. In the apology condition with a mean of 5.01, blame distribution is similar, with 71.57 percent to the service firm and 28.43 percent to the reviewer. In contrast, the callout condition, with a mean of 1.92, reverses this pattern: 27.43 percent of blame is placed on the service firm while 72.57 percent is directed at the reviewer. The chart uses filled and unfilled bars to distinguish blame attribution, clearly indicating that callouts shift blame more heavily toward the reviewer.Difference in blame based on firm response strategy (Study 2)
Note(s): Blame was measured on a seven-point semantic differential scale where higher (lower) values indicate more blame placed on the service firm (reviewer). To calculate the percentage of blame attributed to the service firm vs reviewer the mean was divided by 7 (e.g., 4.99/7 = 0.713)
Source(s): Authors’ own work