Ringberg - Consumer Cultural Models

Question 1

The three types of cultural models

Answer 1

1 - relational = strong desire to maintain emotional ties & work together after service failure

2 - oppositional = suspicious and oppositional position towards service provider after failure

3 - utilitarian = weight future benefits of relation against incurred costs from service failure

Question 2

Consumer response & firm actions depending on cultural model

Answer 2

1 - relational = emotional & blaming himself for choosing wrong partner
=> sincere apology, respect, care, explanation, assert importance of cust

2 - oppositional = aggressive, distancing, blaming provider
=> provide range of recovery options -> give consumer control

3 - utilitarian = rational, blames provider, pragmatic, expects compensation
=> take responsibility, explain, exchange or refund, compensate