CHAPTER7
ATTRIBUTION: ENSURING THAT YOU GET YOUR DUE
I never blame myself when I’m not hitting. I just blame the bat, and if it keeps up, I change bats. After all, if I know it isn’t my fault that I’m not hitting, how can I get mad at myself?
—Yogi Berra
Once a service encounter is completed and the dust has settled, we may look back and praise someone for a job well done, or we may find fault. Worse yet, we may file a lawsuit. The decision rides on the intensity of our residual feelings, the importance we give the matter at stake, and the party to whom we attribute the blame or credit. It’s in the very nature of service encounters that expectations about satisfaction (or the lack thereof) prompt the customer to reflect on events and make attributions ...
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