 The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platformsRan Huang and Sejin Ha Journal of Business Research, 2020, vol. 121, issue C, 616-627 Abstract: The role of fellow customers in webcare remains underexplored in the literature. To address this gap, the current study examines how observers perceive and react to a retailer’s responses to online consumer complaints. Specifically, this work examines reactions to two service recovery strategies rooted in different dimensions of social cognition: warmth-oriented responses, which emphasize a retailer’s friendliness; and competence-oriented responses, which emphasize a retailer’s knowledge about products/services. In addition, the moderating role of the observer’s relationship orientation is examined. Results suggest that, compared to competence-oriented messages, warmth-oriented service recovery messages are more likely to enhance observers’ service perceptions in the online environment, leading to satisfaction with service recovery efforts and positive word-of-mouth intentions (Study 1). Furthermore, relationship orientation serves as a boundary condition in the effect of service recovery strategy on observers’ service perceptions (Study 2). Keywords: Online service recovery; Observer; Warmth; Competence; Relationship orientation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:121:y:2020:i:c:p:616-627 DOI: 10.1016/j.jbusres.2020.04.034 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.