Featured Research

from universities, journals, and other organizations

Companies' religious affiliation can buffer negative reactions

Date:
August 7, 2014
Source:
Grand Valley State University
Summary:
While companies like Hobby Lobby and Chick-fil-A are at the forefront of debate over the religious rights of employers, a new study shows religious affiliation can safeguard companies against negative reactions to store policies.

Kelly Cowart is an assistant professor of marketing at Grand Valley State University.
Credit: Grand Valley State University

While companies like Hobby Lobby and Chick-fil-A are at the forefront of debate over the religious rights of employers, a new study by a Grand Valley State University researcher shows religious affiliation can safeguard companies against negative reactions to store policies. The findings were published in the Journal of Services Marketing.

Related Articles


The research, led by Kelly Cowart, assistant professor of marketing at Grand Valley State University, examines the effect of a firm's religious association on customer perceptions of the firm, especially when a service failure occurs. A service failure is defined as limited hours of operation or a temporary store closing.

Cowart said the current findings indicate that religious affiliations may buffer against some of the negative fallout that ensues in the wake of a service failure, as consumers do not penalize such firms as heavily as those without an affiliation. "More importantly, the findings suggest that a religious affiliation can garner favor even when the religion is not the dominant religion in society," she said.

Two experimental studies were conducted in which participants assumed the role of a customer visiting a restaurant for the first time. In study one, the customer either ate a meal at the restaurant or could not eat a meal due to the restaurant's closing for an annual holy day. In study two, the restaurant is closed for weekly religious worship rather than an annual holy day.

"Results from both studies revealed that customers are more likely to forgive firms when service failures are associated with religion, regardless of attitudes toward the religious group," said Cowart. "The results were similar no matter what religion was used in the scenarios: Christianity, Judaism or Islam."


Story Source:

The above story is based on materials provided by Grand Valley State University. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kelly O. Cowart, Edward Ramirez, Michael K. Brady. Religious affiliation: buffering negative reactions to service failures. Journal of Services Marketing, 2014; 28 (1): 1 DOI: 10.1108/JSM-05-2012-0094

Cite This Page:

Grand Valley State University. "Companies' religious affiliation can buffer negative reactions." ScienceDaily. ScienceDaily, 7 August 2014. <www.sciencedaily.com/releases/2014/08/140807105432.htm>.
Grand Valley State University. (2014, August 7). Companies' religious affiliation can buffer negative reactions. ScienceDaily. Retrieved October 30, 2014 from www.sciencedaily.com/releases/2014/08/140807105432.htm
Grand Valley State University. "Companies' religious affiliation can buffer negative reactions." ScienceDaily. www.sciencedaily.com/releases/2014/08/140807105432.htm (accessed October 30, 2014).

Share This



More Science & Society News

Thursday, October 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Fauci Says Ebola Risk in US "essentially Zero"

Fauci Says Ebola Risk in US "essentially Zero"

AP (Oct. 30, 2014) NIAID Director Anthony Fauci said the risk of Ebola becoming an epidemic in the U.S. is essentially zero Thursday at the Washington Ideas Forum. He also said an Ebola vaccine will be tested in West Africa in the next few months. (Oct. 30) Video provided by AP
Powered by NewsLook.com
Killer History on Display at Museum of Death

Killer History on Display at Museum of Death

AP (Oct. 30, 2014) Visitors take a trip down murderer memory lane at the Museum of Death located in the heart of Hollywood. (Oct. 30) Video provided by AP
Powered by NewsLook.com
Nurse Defies Ebola Quarantine With Bike Ride

Nurse Defies Ebola Quarantine With Bike Ride

AP (Oct. 30, 2014) A nurse who vowed to defy Maine's voluntary quarantine for health care workers who treated Ebola patients followed through on her promise Thursday, leaving her home for an hour-long bike ride. (Oct. 30) Video provided by AP
Powered by NewsLook.com
Ban On Wearable Cameras In Movie Theaters Surprises No One

Ban On Wearable Cameras In Movie Theaters Surprises No One

Newsy (Oct. 30, 2014) The Motion Picture Association of America and the National Association of Theatre Owners now prohibit wearable cameras such as Google Glass. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins