The indirect effects of coping strategies on the relationship between service failures and negative behavioral intention in the fitness industry: moderated mediation analysis

Purpose The purpose of this study was to examine the mediating effect of three coping strategies (i.e. active, expressive, and denial coping) in the relationships between service failures (i.e. high- and low-contact service failures) and negative behavioral intentions (i.e. switching intention). Design/methodology/approach The critical incident technique (CIT) was used to identify the conceptually categorized service failure types in the fitness industry, and then confirmatory factor analysis (CFA) and structural equation modeling (SEM) were performed to examine the mediating effect of coping strategies among high-contact service failure and switching intention (study 1) and the mediating effect of coping strategies among low-contact service failure and switching intention (study 2). Findings While the mediating effect of coping strategies was significant in the relationship between high-contact service failures (study 1) and negative behaviors (i.e. switching intention and complaints), it was not significant in the relationship between low-contact service failures (study 2) and switching intention. Out of the three coping strategies, the impact of active coping was significant. Originality/value This study extends the understanding of the mediating effect of coping strategies in the relation between high- and low-contact service failures and switching intention.