Cid Gonçalves Filho, Kip Kiefer, M. Fetscherin, A. Blandina, Marcelo Nacif Rocha, P. R. Monteiro
{"title":"The effects of brand relationships on justice perceptions in service recovery","authors":"Cid Gonçalves Filho, Kip Kiefer, M. Fetscherin, A. Blandina, Marcelo Nacif Rocha, P. R. Monteiro","doi":"10.1108/jcm-06-2020-3904","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis paper aims to explore how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.\n\n\nDesign/methodology/approach\nThe authors conducted a survey of 368 Brazilian consumers who experienced real-life automotive service recovery situations. The authors tested their model and underlying hypotheses using structural equation modeling.\n\n\nFindings\nStronger BRQ led to higher levels of perceived justice (distributive, procedural and interactional), which in turn led to higher customer satisfaction of complaint handling. Ultimately, higher customer satisfaction led to lower complaining, lower retaliation and higher purchase intention. The authors' alternative model tested the effects of BRQ sub-dimensions on justice perception. Interestingly, trust produced a “love-is-blind” effect, while intimacy revealed a “love-becomes-hate” effect.\n\n\nOriginality/value\nThis study assessed BRQ and its sub-dimensions (self-connection, satisfaction, commitment, trust and intimacy) on sense of justice (distributive, procedural and interactional) within service recovery. Also, this study demonstrated the opposing effects of the brand relationship sub-dimensions trust and intimacy on perceptions of justice.\n","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcm-06-2020-3904","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1
Abstract
Purpose
This paper aims to explore how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.
Design/methodology/approach
The authors conducted a survey of 368 Brazilian consumers who experienced real-life automotive service recovery situations. The authors tested their model and underlying hypotheses using structural equation modeling.
Findings
Stronger BRQ led to higher levels of perceived justice (distributive, procedural and interactional), which in turn led to higher customer satisfaction of complaint handling. Ultimately, higher customer satisfaction led to lower complaining, lower retaliation and higher purchase intention. The authors' alternative model tested the effects of BRQ sub-dimensions on justice perception. Interestingly, trust produced a “love-is-blind” effect, while intimacy revealed a “love-becomes-hate” effect.
Originality/value
This study assessed BRQ and its sub-dimensions (self-connection, satisfaction, commitment, trust and intimacy) on sense of justice (distributive, procedural and interactional) within service recovery. Also, this study demonstrated the opposing effects of the brand relationship sub-dimensions trust and intimacy on perceptions of justice.
期刊介绍:
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide