The negative effects of expecting to evaluate: Reexamination and extension in the context of service failure
Article first published online: 28 SEP 2005
© 2005 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 22, Issue 11, pages 857–885, November 2005
How to Cite
Lane, V. R. and Keaveney, S. M. (2005), The negative effects of expecting to evaluate: Reexamination and extension in the context of service failure. Psychol. Mark., 22: 857–885. doi: 10.1002/mar.20088
- Issue published online: 28 SEP 2005
- Article first published online: 28 SEP 2005
Service managers implement customer satisfaction evaluation cards (CSECs) to help them better understand and serve their customers. Yet a robust finding from recent research is that consumers who expect to evaluate provide lower satisfaction ratings than customers who are asked to evaluate without prior notice. This article reports results of two experiments that examine the effects of expecting to evaluate (here, the CSEC effect) in the negative context of service failure. The experiments utilize thought-listing protocols to differentiate between vigilant processing (VPT) and negativity bias (NBT) theories and reinforce the internal validity of the CSEC effect. The studies also extend prior research by separating CSEC effects on evaluations of the service employee from CSEC effects on the service firm overall. Study 2 examines consequences of the CSEC effect not previously studied (switching, complaining, and negative word-of-mouth intentions) and extends external validity through an international replication. © 2005 Wiley Periodicals, Inc.