Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth
Based on the theory of co-creation and resource-based theory, this study examines the differential impact of varying levels of customer participation in service recovery (firm, customer, and joint) on recovery satisfaction, customer-brand engagement (CBE), and electronic-word of mouth (e-WoM). Bes...
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Australasian Association for Information Systems
2021
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oai:doaj.org-article:a774db703f014d3b9c0315c3b3d896e32021-11-19T04:32:47ZInteractive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth10.3127/ajis.v25i0.31991449-8618https://doaj.org/article/a774db703f014d3b9c0315c3b3d896e32021-11-01T00:00:00Zhttps://journal.acs.org.au/index.php/ajis/article/view/3199https://doaj.org/toc/1449-8618Based on the theory of co-creation and resource-based theory, this study examines the differential impact of varying levels of customer participation in service recovery (firm, customer, and joint) on recovery satisfaction, customer-brand engagement (CBE), and electronic-word of mouth (e-WoM). Besides, using social exchange theory, this study examines the mediating role of consumers’ recovery satisfaction in the relationship between the types of service recovery and electronic word of mouth (e-WoM). The data to accomplish the research objectives was collected from 495 customers of interactive food delivery apps in India. The experimental design was used to collect the data. The multivariate analysis of variance (MANOVA) and PROCESS macro techniques were used to test the hypotheses. The findings suggest that joint recovery results in better recovery evaluations such as CBE, recovery satisfaction, and e-WoM. Also, recovery satisfaction mediated the relationship between CBE and e-WoM. These findings provide empirical evidence for the linkages among the theory of co-creation, resource-based theory, and social exchange theory. The marketers of interactive food delivery apps may use these findings to ascertain which recovery type they should emphasize to improve recovery satisfaction. Moreover, they are encouraged to take steps for improving recovery satisfaction as CBE affects e-WoM through recovery satisfaction. Radhakrishna BhimavarapuPankaj Kumar MohantyAnitha AcharyaManish GuptaAustralasian Association for Information Systemsarticleservice recoverysatisfactioncustomer brand engagemente-word of mouthinteractive food delivery appsInformation technologyT58.5-58.64Electronic computers. Computer scienceQA75.5-76.95ENAustralasian Journal of Information Systems, Vol 25 (2021) |
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DOAJ |
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DOAJ |
language |
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service recovery satisfaction customer brand engagement e-word of mouth interactive food delivery apps Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95 |
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service recovery satisfaction customer brand engagement e-word of mouth interactive food delivery apps Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95 Radhakrishna Bhimavarapu Pankaj Kumar Mohanty Anitha Acharya Manish Gupta Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
description |
Based on the theory of co-creation and resource-based theory, this study examines the differential impact
of varying levels of customer participation in service recovery (firm, customer, and joint) on recovery
satisfaction, customer-brand engagement (CBE), and electronic-word of mouth (e-WoM). Besides,
using social exchange theory, this study examines the mediating role of consumers’ recovery
satisfaction in the relationship between the types of service recovery and electronic
word of mouth (e-WoM). The data to accomplish the research objectives was collected from 495 customers
of interactive food delivery apps in India. The experimental design was used to collect the data.
The multivariate analysis of variance (MANOVA) and PROCESS macro techniques were used to test the hypotheses. The findings suggest that joint recovery results in better recovery evaluations such as CBE,
recovery satisfaction, and e-WoM. Also, recovery satisfaction mediated the relationship between
CBE and e-WoM. These findings provide empirical evidence for the linkages among the theory of
co-creation, resource-based theory, and social exchange theory. The marketers of interactive food
delivery apps may use these findings to ascertain which recovery type they should emphasize to improve
recovery satisfaction. Moreover, they are encouraged to take steps for improving recovery satisfaction
as CBE affects e-WoM through recovery satisfaction.
|
format |
article |
author |
Radhakrishna Bhimavarapu Pankaj Kumar Mohanty Anitha Acharya Manish Gupta |
author_facet |
Radhakrishna Bhimavarapu Pankaj Kumar Mohanty Anitha Acharya Manish Gupta |
author_sort |
Radhakrishna Bhimavarapu |
title |
Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
title_short |
Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
title_full |
Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
title_fullStr |
Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
title_full_unstemmed |
Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
title_sort |
interactive app-based services: recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth |
publisher |
Australasian Association for Information Systems |
publishDate |
2021 |
url |
https://doaj.org/article/a774db703f014d3b9c0315c3b3d896e3 |
work_keys_str_mv |
AT radhakrishnabhimavarapu interactiveappbasedservicesrecoveryevaluationsandthemediatingroleofsatisfactionintherelationshipbetweencustomerbrandengagementandelectronicwordofmouth AT pankajkumarmohanty interactiveappbasedservicesrecoveryevaluationsandthemediatingroleofsatisfactionintherelationshipbetweencustomerbrandengagementandelectronicwordofmouth AT anithaacharya interactiveappbasedservicesrecoveryevaluationsandthemediatingroleofsatisfactionintherelationshipbetweencustomerbrandengagementandelectronicwordofmouth AT manishgupta interactiveappbasedservicesrecoveryevaluationsandthemediatingroleofsatisfactionintherelationshipbetweencustomerbrandengagementandelectronicwordofmouth |
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