Pursuit of loyalty in service recovery: The roles of brand equity and cognitive reappraisal as moderators

Ahasan Harun and Md Rokonuzzaman

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: This research investigates the roles of brand equity and cognitive reappraisal in the association between the perception of justice and loyalty via customer affection in a service failure and recovery context. Survey data were subjected to the conditional process analysis using the regression-based method. Results reveal that customer affection plays a mediating role in the link between the perception of justice and loyalty. In addition, brand equity and cognitive reappraisal contribute as moderators in influencing the behavioral outcomes. Implications for researchers and managers are also provided.

Keywords: Service failure; Service recovery; Perception of justice; Customer complaints (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921001673

DOI: 10.1016/j.jretconser.2021.102601

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