Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception
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Department of International Business Management, Chien Hsin University of Science and Technology, Taoyuan City 320, Taiwan
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Department of Business Administration, National Central University, Taoyuan City 320, Taiwan
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Author to whom correspondence should be addressed.
Sustainability 2020, 12(17), 6999; https://doi.org/10.3390/su12176999
Received: 19 July 2020
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Revised: 10 August 2020
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Accepted: 18 August 2020
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Published: 27 August 2020
(This article belongs to the Special Issue Customer Relationship Marketing and Brand Management for Business Sustainability)
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.
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MDPI and ACS Style
Lu, T.-E.; Lee, Y.-H.; Hsu, J.-W. Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception. Sustainability 2020, 12, 6999. https://doi.org/10.3390/su12176999
AMA Style
Lu T-E, Lee Y-H, Hsu J-W. Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception. Sustainability. 2020; 12(17):6999. https://doi.org/10.3390/su12176999
Chicago/Turabian StyleLu, Tzu-En, Yi-Hsuan Lee, and Jer-Wei Hsu. 2020. "Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception" Sustainability 12, no. 17: 6999. https://doi.org/10.3390/su12176999
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