Adverse behavioral and relational consequences of service innovation failure

Shuling Liao, Cindy Yunhsin Chou*, Tzu Han Lin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


This study uses a scenario-based online survey to examine how service innovation failure may cause consumer avoidance behavior and impair the quality of the consumer-brand relationship. The results of structural equation modeling of 424 responses reveal that dysfunctional service behavior causes anti-consumption and dysfunctional customer behavior, which eventually lead to a poor-quality brand relationship. This study shows how unsuccessful service innovation may give rise to adverse behavioral and relational consequences among consumers and suggests that frontline employee training should focus on the efficient delivery of innovative service.

Original languageEnglish
Pages (from-to)834-839
Number of pages6
JournalJournal of Business Research
Issue number4
Publication statusPublished - 2015 Apr 1
Externally publishedYes


  • Brand relationship quality
  • Consumer post-avoidance
  • Service innovation failure
  • Service sabotage

ASJC Scopus subject areas

  • Marketing


Dive into the research topics of 'Adverse behavioral and relational consequences of service innovation failure'. Together they form a unique fingerprint.

Cite this