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.
Assistant professor of marketing
at Grand Valley State University
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"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: Materials provided by Grand Valley State University. Kelly O. Cowart, Edward Ramirez, Michael K. Brady. Religious affiliation: buffering negative reactions to service failures. Journal of Services Marketing, 2014