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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Autores principales: Radhakrishna Bhimavarapu, Pankaj Kumar Mohanty, Anitha Acharya, Manish Gupta
Formato: article
Lenguaje:EN
Publicado: Australasian Association for Information Systems 2021
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Acceso en línea:https://doaj.org/article/a774db703f014d3b9c0315c3b3d896e3
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spelling 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)
institution DOAJ
collection DOAJ
language EN
topic 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
spellingShingle 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
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AT anithaacharya interactiveappbasedservicesrecoveryevaluationsandthemediatingroleofsatisfactionintherelationshipbetweencustomerbrandengagementandelectronicwordofmouth
AT manishgupta interactiveappbasedservicesrecoveryevaluationsandthemediatingroleofsatisfactionintherelationshipbetweencustomerbrandengagementandelectronicwordofmouth
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