Skip to main content

Posts

Showing posts from August 7, 2014

How your business's religious affiliation safeguards against negative reaction

"Customers are more likely to forgive firms when service failures are associated with religion, no matter what religion was used in the scenarios: Christianity, Judaism or Islam."
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 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 fir…