Investigating the role of power and willpower in service failures: an extended abstract

Agung Sembada, Yelena Tsarenko, Dewi Tojib

Research output: Chapter in Book/Report/Conference proceedingConference PaperOther


This study seeks to examine the effects of customer’s sense of power from a service marketing perspective, driven primarily by the conflicting findings apparent in the current literature. We argue with evidence from two experimental studies that a consumer’ sense of power may actually bring positive cognitive responses when dealing with service failure. We propose that this is due to the powerful’s elevated sense of control over the situation, which lead them to perceive a failure to be less severe. However, consistent with conventional wisdom, we found that ego depletion moderated sense of power to aggravate the customer’s perceived severity of a service failure. This paper thus enriches the understanding of the role of power in the context of service marketing.

Original languageEnglish
Title of host publicationMarketing at the Confluence between Entertainment and Analytics
Subtitle of host publicationProceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
EditorsPatricia Rossi
Place of PublicationCham Switzerland
Number of pages5
ISBN (Electronic)9783319473314
ISBN (Print)9783319473307
Publication statusPublished - 2017
EventAcademy of Marketing Science Conference 2016 - Paris, France
Duration: 19 Jul 201623 Jul 2016
Conference number: 19th (Proceedings)

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


ConferenceAcademy of Marketing Science Conference 2016
Abbreviated titleAMS 2016
Internet address


  • Customer Relationship Management
  • Heighten Sense
  • Negative Impulse
  • Service Failure
  • Service Marketing

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