Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception

Tzu-En Lu, Yi-Hsuan Lee and Jer-Wei Hsu
Additional contact information
Tzu-En Lu: Department of International Business Management, Chien Hsin University of Science and Technology, Taoyuan City 320, Taiwan
Yi-Hsuan Lee: Department of Business Administration, National Central University, Taoyuan City 320, Taiwan
Jer-Wei Hsu: Department of Business Administration, National Central University, Taoyuan City 320, Taiwan

Sustainability, 2020, vol. 12, issue 17, 1-23

Abstract: This study explores how customer perception of online shopping brands plays a key role in moderating the relationship between service recovery and perceived justice. We incorporated brand equity at the organizational level and brand identity at the individual level into the relationship between online service recovery and customer-perceived justice. The findings are as follows: (a) online service recovery has a positive effect on customer-perceived justice; (b) brand equity at the organizational level has a negative influence on the relationships that courtesy and compensation have with perceived justice; (c) brand identity at the individual level has a negative influence on the relationships that courtesy and compensation have with perceived justice; and (d) hierarchical linear modeling can precisely measure the relationship between organizations and customers.

Keywords: service recovery; customer-perceived justice; brand equity; brand identity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/17/6999/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/17/6999/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:17:p:6999-:d:405143

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().