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

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  • 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)

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.

Suggested Citation

  • Tzu-En Lu & Yi-Hsuan Lee & Jer-Wei Hsu, 2020. "Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6999-:d:405143
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    2. Ying Kai Liao & Chih Ying Wu & Giang Nu To Truong & Yen Thi Do, 2022. "The Roles of Service Recovery and Perceived Justice on Post-Recovery Satisfaction in M-Commerce," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    3. Cavdar Aksoy, Nilsah & Yazici, Nihal, 2023. "Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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