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The effects of a CEO's YouTube apology for service failure on customer's behavioural intentions.

Lookup NU author(s): Professor Savvas PapagiannidisORCiD, Professor Michael Bourlakis


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CEO YouTube apologies for service failures have become a popular phenomenon. An apology for a service failure incident aims to persuade consumers to remain brand loyal. This paper explores the impact of consumer and message related factors on customer loyalty before and after an apology. Employing a quantitative methodology, 278 Blackberry consumers were surveyed and results were analysed with structural equation modelling. Behavioural intentions to remain loyal were predicted by product involvement and familiarity before exposure to the YouTube apology, message involvement, attitude towards the CEO, persuasiveness of the apology, satisfaction with company after apology, and trustworthiness of the brand after apology. The proposed model tested can be used as the theoretical basis for future studies in this area and this study has provided many future research directions.

Publication metadata

Author(s): Manika D, Papagiannidis S, Bourlakis M

Publication type: Conference Proceedings (inc. Abstract)

Publication status: In Press

Conference Name: British Academy of Management Conference

Year of Conference: 2013