Enhancing CSR and purchase intent in service recovery: investigating the interplay of prosocial compensation, hedonic and luxury purchases

IF 3.8 4区 管理学 Q2 BUSINESS
Sarah (Sa’arah) Alhouti, Kristina (Kris) Lindsey Hall, Thomas L. Baker
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引用次数: 0

Abstract

Purpose

As a company’s corporate social responsibility (CSR) image can protect from the backlash of a service failure, it is important to remind customers of the company’s CSR commitment when a service failure occurs. One novel mechanism for doing so is through a prosocial service recovery. However, explorations of such service recovery strategies are relatively unknown. Thus, this paper aims to examine how recoveries including prosocial elements compare to those only utilizing monetary compensation strategies and to explore boundary conditions for such effects.

Design/methodology/approach

This research utilizes an experimental design approach across three studies. Participants were recruited from Amazon’s Mechanical Turk.

Findings

This research demonstrates that a recovery including prosocial (vs only monetary) elements can positively impact purchase intent through the firms’ CSR perceptions. The authors show that the benefits of prosocial compensation are contingent on the motivation for visiting a company (e.g. hedonic vs utilitarian) as well as the degree to which the company is perceived as luxurious.

Originality/value

The series of studies provides important theoretical contributions to services marketers by advancing the understanding of novel recovery strategies and demonstrating when companies should initiate such strategies. Implications of the findings and directions for future research are explored.

增强服务回收中的企业社会责任和购买意向:调查亲社会补偿、享乐型购买和奢侈品购买的相互作用
目的 由于公司的企业社会责任(CSR)形象可以抵御服务失败带来的负面影响,因此在服务失败时提醒客户公司的企业社会责任承诺非常重要。一种新颖的机制就是通过亲社会服务恢复来做到这一点。然而,对这种服务恢复策略的探索却相对较少。因此,本文旨在研究包含亲社会元素的恢复与仅使用金钱补偿策略的恢复相比有何不同,并探讨这种效果的边界条件。研究结果本研究表明,包含亲社会因素(与仅使用金钱补偿相比)的补偿可以通过企业的企业社会责任感对购买意向产生积极影响。作者表明,亲社会补偿的益处取决于访问公司的动机(如享乐主义与功利主义)以及公司被视为豪华的程度。原创性/价值这一系列研究推进了对新型补偿策略的理解,并表明公司应在何时启动此类策略,从而为服务营销人员提供了重要的理论贡献。本研究还探讨了研究结果的意义和未来研究的方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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