The Burden of Double Deviation in Services: A Systematic Review and Research Agenda. (16th June 2022)

• Record Type: Journal Article
• Authors: Suresh, Priyanka; Chawla, Vaibhav
• Is Part Of: International journal of consumer studies. Volume 46:Number 5(2022)
• Page Start: 1919
• Page End: 1941
• Publication Date: 2022-06-16
• Subjects: double deviation -- service recovery -- systematic literature review -- thematic review; Consumer education -- Periodicals; Home economics -- Periodicals; 339.486405
• DOI: 10.1111/ijcs.12836
• Languages: English
• ISSNs: 1470-6423

Abstract

Abstract: Double deviation (failure to satisfactorily recover from a service failure) is a common phenomenon that has recently attracted significant research interest, but the academic literature lacks a study mapping and synthesizing the field. This article undertakes filling this gap by systematically reviewing the double deviation literature. The review classifies the literature into causes, consequences, moderators, and double service recovery and identifies research themes and future research directions within them. Key current research themes are ineffective recovery remedies and cognitive appraisal criteria as causes; emotivational goals, revengeful and reparative behaviours as consequences; firm–customer relationship‐based variables as moderators; and unique tactics of double service recovery. Reassessing the scope of double deviation, uncovering customers' discrete emotions during double deviation and ascertaining the commercial viability of double service recovery are some recommendations for future research.