Izvorni znanstveni članak
https://doi.org/10.20867/thm.33.1.1
Perceived service failure and anti-customer citizenship behaviour in a religious context
Samaneh Soleimani
; Australian Institute of Business, Department of Marketing, Australia
Maryam Zidehsaraei
orcid.org/0000-0001-9890-8356
; University of Guilan, Department of Management, Iran
*
Saeid Moradipour
Mohsen Akbari
orcid.org/0000-0003-1884-6656
; University of Guilan, Department of Management, Iran
* Dopisni autor.
Sažetak
Purpose – This study examines how Perceived Service Failure (Religious Context) influences
Perceived Negative Electronic Word-of-Mouth (eWOM) and contributes to Anti-Customer
Citizenship Behaviour (ACCB) in the airline industry. It addresses a gap in understanding
the behavioural consequences of violations of religious values.
Methodology/Design/Approach – Data were collected through online questionnaires from
532 customers of Iranian airlines. Structural Equation Modelling (SEM) using AMOS 24
was employed to analyse the relationships among the study variables.
Findings – The results indicate that perceived service failure (religious context) significantly
increases perceived negative eWOM. Perceived negative eWOM, in turn, significantly
influences argument quality and source credibility (dimensions of the Elaboration Likelihood
Model), as well as subjective norms and perceived behavioural control (dimensions of the
Theory of Planned Behaviour). Argument quality and attitude were found to be significant
predictors of ACCB.
Originality of the research – This study introduces two novel constructs – Perceived Service
Failure (Religious Context) and Anti-Customer Citizenship Behaviour – and extends the service
failure literature by incorporating religious values into established behavioural frameworks
Ključne riječi
Service Failure, Religious Values; Negative Word-of-Mouth; Theory of Planned Behaviour; Elaboration Likelihood Model; Anti-Customer Citizenship Behaviour
Hrčak ID:
349114
URI
Datum izdavanja:
10.7.2026.
Posjeta: 0 *