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The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms

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  • Huang, Ran
  • Ha, Sejin

Abstract

The role of fellow customers in webcare remains underexplored in the literature. To address this gap, the current study examines how observers perceive and react to a retailer’s responses to online consumer complaints. Specifically, this work examines reactions to two service recovery strategies rooted in different dimensions of social cognition: warmth-oriented responses, which emphasize a retailer’s friendliness; and competence-oriented responses, which emphasize a retailer’s knowledge about products/services. In addition, the moderating role of the observer’s relationship orientation is examined. Results suggest that, compared to competence-oriented messages, warmth-oriented service recovery messages are more likely to enhance observers’ service perceptions in the online environment, leading to satisfaction with service recovery efforts and positive word-of-mouth intentions (Study 1). Furthermore, relationship orientation serves as a boundary condition in the effect of service recovery strategy on observers’ service perceptions (Study 2).

Suggested Citation

  • Huang, Ran & Ha, Sejin, 2020. "The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms," Journal of Business Research, Elsevier, vol. 121(C), pages 616-627.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:616-627
    DOI: 10.1016/j.jbusres.2020.04.034
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