Severe service failures and online vindictive word of mouth: The effect of coping strategies

Abstract This study proposes an integrative model that investigates the role of coping strategies in the relationship between severe service failures and online vindictive word of mouth (OVWOM) behavior. While the mechanism of online negative word of mouth (ONWOM) have been widely studied, the underlying processes by which OVWOM develops remain unclear, specifically when it comes to the use of OVWOM as a coping mechanism. Achieving a better understanding of the mechanism by which OVWOM develops is important given its potential to significantly harm a firm’s image, loyalty and market share. The results of a survey of restaurant customers confirm the role of the psychological and situational factors that result in OVWOM behavior as a strategy to cope with severe service failures. Accordingly, this study provides an initial response to calls for research on the role of situational and personal factors that explain retaliation behavior in response to severe service failures.