Document Type
Article
Publication Date
2023
Abstract
Purpose: This paper explores how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.
Design/methodology/approach: We conducted a survey of 368 consumers who experienced an automotive service recovery.
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. Our 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: 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 brand relationship sub-dimensions trust and intimacy on perceptions of justice.
Published In
Cid Gonçalves Filho, Kip Kiefer, Marc Fetscherin, Alexander Blandina, Marcelo Nacif Rocha, and Plínio Rafael Reis Monteiro. “The Effects of Brand Relationships on Justice Perceptions in Service Recovery." Journal of Consumer Marketing 40, no. 3 (2023): 315-327. https://doi.org/10.1108/JCM-06-2020-3904
Publication Title
Journal of Consumer Marketing
DOI
10.1108/JCM-06-2020-3904