Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation
ISSN: 1450-2194
Article publication date: 14 November 2023
Issue publication date: 28 March 2024
Abstract
Purpose
This study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction.
Design/methodology/approach
An online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS.
Findings
The results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust.
Practical implications
The findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations.
Originality/value
This research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.
Keywords
Acknowledgements
Funding: The author(s) received no financial support for the research, authorship, and/or publication of this article.
Citation
Temessek Behi, A., Ben Dahmane Mouelhi, N. and Chaouali, W. (2024), "Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation", EuroMed Journal of Business, Vol. 19 No. 1, pp. 138-153. https://doi.org/10.1108/EMJB-01-2023-0032
Publisher
:Emerald Publishing Limited
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