Adverse behavioral and relational consequences of service innovation failure

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.