Skip Navigation Links
Journal of Environmental Accounting and Management
António Mendes Lopes (editor), Jiazhong Zhang(editor)
António Mendes Lopes (editor)

University of Porto, Portugal

Email: aml@fe.up.pt

Jiazhong Zhang (editor)

School of Energy and Power Engineering, Xi'an Jiaotong University, Xi'an, Shaanxi Province 710049, China

Fax: +86 29 82668723 Email: jzzhang@mail.xjtu.edu.cn


Examining the Effect of Emotion to the Online Shopping Stores’ Service Recovery: A Meta-Analysis

Journal of Environmental Accounting and Management 6(1) (2018) 59--70 | DOI:10.5890/JEAM.2018.03.005

Huan Minh Nguyen$^{1}$, Hieu Le Minh$^{2}$

$^{1}$ Faculty of Social Sciences & Humanities, Ton Duc Thang University, No.19 Nguyen Huu Tho Str., Tan Phong Ward, Dist. 7, Ho Chi Minh City, Vietnam

$^{2}$ Faculty of Business Administration, Ton Duc Thang University, No.19 Nguyen Huu Tho Str., Tan Phong Ward, Dist. 7, Ho Chi Minh City, Vietnam

Download Full Text PDF

 

Abstract

Based on attachment theory, this study aims to highlight the potential impact of customer’s emotional attachment in the context of online stores’ service recovery. Analyses of the data onto China, the findings indicate that once consumers have the emotional bond with a brand, the effect is much stronger than trust and service recovery fairness. It provides an insight to that online marketer should focus on the emotional attachment building and draw up the marketing strategy based on the connection, affection, passion, to create mutual memories for establishing the bond of emotion between online shopping stores and consumers.

References

  1. [1]  Adams, J.S. (1965), Inequity in social exchange. In L. Berkowitz (ed.), Advances in experimental social psychology. New York: Academic Press.
  2. [2]  Anderson R.E. and Srinivasan S.S. (2003), E-Satisfaction and E-Loyalty: A Contingency Framework, Psychology & Marketing 20(2), 123-138.
  3. [3]  Anderson, R.E. and Swaminathan, S. (2011), Customer satisfaction and loyalty in e markets: a17 PLS Path modeling approach, Journal of Marketing Theory and Practice 19(2), 221-234.
  4. [4]  Anna, M.S. and David (2001), The impact of choice on fairness in the context of service recover, The Journal of Services Marketing 19(5), 271-279.
  5. [5]  Anna, M.S. and Paul, P.G. (2004), Service Recovery and Fairness Perceptions in Collectivist and Individualist, Journal of Service Research 12(4), 336-346.
  6. [6]  Arndt, J. (1967), Word of Mouth Advertising: A review of the literature. New York: The Advertising Research Foundation Inc.
  7. [7]  Bach, K.J., and Parks, S.C. (2003), A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction, Journal of Hospitality & Tourism Research 27, 419.
  8. [8]  Bagozzi, R.P. and Dholakia, U.M. (2006), Antecedents and purchase consequences of customer participation in small group brand communities, International Journal of Research in Marketing 23(1), 45-61.
  9. [9]  Bagozzi, R.P. and Lee, K.-H. (2002), Multiple routes for social influence: the role of compliance, internalization, and social identity, Social Psychology Quarterly 65(3), 226-247.
  10. [10]  Bandyopadhyay, S. and Martell, M. (2007), Does attitudinal loyalty influence behavioural loyalty? A theoretical and empirical study, Journal of Retailing and Consumer Services 14(1), 35-44.
  11. [11]  Belk, R.W. (1988), Possessions and the Extended Self, Journal of Consumer Research 15 (September), 139-168.
  12. [12]  Bergami, M. and Bagozzi, R.P. (2000), Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization, British Journal of Social Psychology 39(4), 555-577.
  13. [13]  Bhattacharya, C.B. and Sen, S. (2003), Consumer-company identification: a framework for understanding consumers’ relationships with companies, Journal of Marketing 67(April), 76-88.
  14. [14]  Blodgett, J.G., Granbois, D.H. and Walters, R.G. (1993), The Effects of Perceived Justice on Negative Word-of-mouth and Repatronage Intentions, Journal of Retailing 69(4), 399-428.
  15. [15]  Blodgett, J.G., Hill, D.J. and Tax, S.S. (1997), The effects of distributive, procedural, and interactional justice on post complaint behavior, Journal of Retailing 73, 185-210.
  16. [16]  Bowlby, J. (1979), The making and breaking of affectional bonds. London: Tavistock.
  17. [17]  Brakus J.J., Schmitt B.H. and Zarantonello, L. (2009), Brand experience: what is it? How is it 18 measured? Does it affect loyalty? The Journal of Marketing 73(3), 52-68.
  18. [18]  Brennan, K.A., Clark, C.L. and Shaver, P.R. (1998), Self-report measurement of adult attachment: An integrative overview. In J. A. Simpson &W.S. Rholes (Eds.), Attachment theory and close relationships (pp. 46–76). New York: Guilford Press.
  19. [19]  Brown, T.J., Thomas E.B., Peter A.D. and Richard F.G. (2005), Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context, Journal of the Academy of Marketing Science 33 (March): 123-138.
  20. [20]  Carr, C.L. (2007), The FAIRSERV Model: Consumer Reactions to Services Based on a Multidimensional Evaluation of Service Fairness, Decision Sciences 38(1), 107-130.
  21. [21]  Chang, H.H. and Wang, I.C. (2008), An investigation of user communication behavior in computer mediated environments, Computers in Human Behavior 24(5), 2336-2356.
  22. [22]  Chaudhuri, A. and Holbrook, M.B. (2001), The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, The Journal of Marketing 65(2), 81-93.
  23. [23]  Chaudhuri, A. and Holbrook, M.B. (2002), Product-class effects on brand commitment and brand outcomes: the role of brand trust and brand affect, Journal of Brand Management 10(1), 33-58.
  24. [24]  Chebata J.C. and Slusarczykb, W. (2005), How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study, Journal of Business Research 58, 664-673.
  25. [25]  Chenet, P., Dagger, S.T. and Sullivan, D.O. (2008), Service quality, trust, commitment and service differentiation in business relationships, Journal of Services Marketing 24(5), 336-346. Clark, P.W., Jay, P. and Monica, B.F. (2012), Role model influence on word-of-month, loyalty and switching behaviors of dog owners, Journal of behavioral Studies in Business 32(6), 212-222.
  26. [26]  Collins, N.L. and Read, S.J. (1990), Adult attachment, working models and relationship quality in dating couples, Journal of Personality and Social Psychology 58, 644-663.
  27. [27]  Collins, N.L. and Read, S.J. (1994), Cognitive representations of attachment: the structure and function of working models. In K. Bartholomew & D. Perlman (Eds.), Advances in personal relationships: 53–90. London: Jessica Kingsley.
  28. [28]  Cristiane, P.S. and Fernandes, D.V. (2008), Antecedents and Consequences of Consumer Trust in the Context of Service Recovery, Brazilian Administration Review 5(3), 115-160.
  29. [29]  Cui, W. (2011), Creating consumer-based brand equity in the Chinese sports shoes market: Measurement, challenges and opportunities. A thesis submitted for the degree of Master of Science in International Marketing.
  30. [30]  Davis, D.F., Golicic, S.L. and Marquardt, A.J. (2007), Branding a B2B service: does a brand differentiate a logistics service provider? Industrial Marketing Management 61(8), 1090-1099.
  31. [31]  Dean J.W. and SnellReviewed S.A. (1991), Integrated Manufacturing and Job Design: Moderating Effects of Organizational Inertia, The Academy of Management Journal 34(4): 776-804.
  32. [32]  DeVellis, R.F. (2003), Scale Development (2nd ed.). Thousand Oaks, CA: Sage Publications.
  33. [33]  Dimitriadis, S. and Papista, E. (2010), Integrating relationship quality and consumer-brand identification in building brand relationships: proposition of a conceptual model, The Marketing Review 10(4), 385-401.
  34. [34]  Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J. and Meffert, H. (2006), The relative strength of affective commitment in securing loyalty in service relationships, Journal of Business Research 59(12), 1207-1213.
  35. [35]  Fabrigar, L.R. and Richard, E.P. (1999), The Role of the Affective and Cognitive Bases of Attitudes in Susceptibility to Affectively and Cognitively Based Persuasion, Personality and Social Psychology Bulletin 25(3), 363-381.
  36. [36]  Foumier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research 24(4), 343-373.
  37. [37]  Fornell, C. and Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable and Measurement Errors, Journal of Marketing Research 18(1), 39-50.
  38. [38]  Frank, R.E. (1962), Brand Choice as a Probability Process, Journal of Business 35, 43-56.
  39. [39]  Grayson, K., Johnson, D. and Chen, D.R. (2008), Is firm trust essential in a trusted environment? How trust in the business context influences customers, Journal of Marketing Research 241-256.
  40. [40]  Grewal, D., Iyer, G.R., Krishnan, R. and Sharma, A. (2003), The Internet and the price–value–loyalty chain, Journal of Business Research 56(5), 391-398.
  41. [41]  Grisaffe, D.B. and Nguyen, H.P. (2011), Antecedents of emotional attachment to brands, Journal of Business Research 64, 1052-1059.
  42. [42]  Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J. (2006), eWOM: The impact of customer to-customer online know-how exchange on customer value and loyalty, Journal of Business Research 59, 449-456.
  43. [43]  Gundlach, G.T., Achrol, R.S. and Mentzer, J.T. (1995), The structure of commitment in exchange, Journal of Marketing 59(1), 78-92.
  44. [44]  Hair, J.F., Ringle, C.M. and Sarstedt, M. (2011), PLS-SEM: Indeed a Silver Bullet, Journal of Marketing Theory and Practice 19(2), 139-151.
  45. [45]  Harris, L.C. and Goode, M.H. (2004), The four levels of loyalty and the pivotal role of trust: a study of online service dynamics, Journal of Retailing 80(2), 139-158.
  46. [46]  He, H. and Mukherjee, A. (2007), I am ergo I shop: does store image congruity explain shopping behavior of Chinese consumers? Journal Marking Management 23(5/6), 443-460.
  47. [47]  He, H., Li, Y. and Harris, L. (2011), Social identity perspective on brand loyalty, Journal of Business Research (In Press).
  48. [48]  Homburg, C., Koschate, N. and Hoyer, W.D. (2006), The Role of Cognition and Affect in the Formation of Customer Satisfaction: A Dynamic Perspective, Journal of Marketing 70, 21-31.
  49. [49]  Hu, Y.J. (2011), How brand equity, marketing mix and service quality affect customer loyalty: the case of retail chain stores in Taiwan, International Journal Organization Innovation 12(6), 324-339.
  50. [50]  Jacoby, J. and Chestnut, R.W. (1978), Brand Loyalty Measurement and Management. John Wiley and Sons, New York.
  51. [51]  James, G.M. (2001), Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions, Journal of Business Research 54, 11-24.
  52. [52]  Jarvis, C., Scott, B., Kenzie, M. and Podsakoff, P.M. (2003), A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research, Journal of Consumer Research 30, 199-218.
  53. [53]  Kane, A.A., Argote, L. and Levine, J.M. (2005), Knowledge transfer between groups via personnel rotation: effects of social identity and knowledge quality, Organizational Behavior and Human Decision Processes 96, 56-71.
  54. [54]  Kau, A.-K. and Elizabeth, Y.L. (2006), The effects of service on consumer satisfaction: A comparison between complainants and noncomplainants, Journal of Services Marketing 20(2), 101-111.
  55. [55]  Keller, K.L. (2001), Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, Marketing Management 15-19.
  56. [56]  Kleine, S.S., Robert, E. K. III and Chris, T.A. (1995), How Is a Possession ‘Me’ or ‘Not Me’? Characterizing Types and Antecedents of Material Possession Attachment, Journal of Consumer Research 22, 327-343.
  57. [57]  Kim, W. G., Lee, C. and Hiemstra, S.J. (2004), Effects of an online virtual community on customer loyalty and travel product purchases, Tourism Management 25(3), 343-355.
  58. [58]  Kim, T., Kim, W.G., Kim, H.B. (2009), The effect of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management. 30(1): 51-62.
  59. [59]  Kiyani, T. M. (2012). The Relationship between brand trust, customer satisfaction and customer loyalty, Interdiscplinary Journal of Comtemporary Research in Business 4(1), 489-502.
  60. [60]  Komunda, M. and Osarenkhoe, A. (2012), Effects of service recovery on customer satisfaction and loyalty, Business Process Management Journal 76, 347-364.
  61. [61]  Kuenzel, S. and Halliday S.V. (2008), Investigating antecedents and consequences of brand identification, Journal of Product of Brand Management 17(5), 293-304.
  62. [62]  Kuo, Y.F. and Wu, C.M. (2011), Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions, International Journal of Information Management 32(2), 127-138.
  63. [63]  Lau, D., Theng, G. and Lee, S.H. (1994), Consumers' Trust in a Brand and the Link to Brand Loyalty, Journal of Market - Focused Management 4(4), 341-370.
  64. [64]  Maxham, J.G.III. (2001), Service recovery’s influence on consumer satisfaction, positive word-of-mouth and purchase intentions, Journal of Business Research 54(1), 11-24.
  65. [65]  Massy, W.F. (1966), Order and Homogeneity of Family Specific Brand-Switching Processes, Journal of Marketing Research 3, 48-54.
  66. [66]  Martinez-tur, V., Peiro, J.M., Ramos, J. and Moliner, C. (2006), Justice perceptions as predictors of customer satisfaction: the impact of distributive, procedural, and interactional justice, Journal of Applied Social Psychology 36(1), 100-119.
  67. [67]  McColl-Kennedy, J.R. and Sparks, B.A. (2003), Application of Fairness Theory to Service Failures and Service Recovery, Journal of Service Research 5(3), 251-266.
  68. [68]  Meyer, J. and Allen, N. (1997), Commitment in the workplace. Thousand Oaks, CA: Sage.
  69. [69]  Moorman, C., Zaltman, G. and Deshpande, R. (1992), Relationships between providers and users of market research: The dynamics of trust within and between organizations, Journal of Marketing Research 29(3), 314-328.
  70. [70]  Morgan, R.M. and Hunt, S.D. (1994), The commitment-trust theory of relationship marketing, Journal of Marketing 58(3), 20-38.
  71. [71]  Namkung, Y. and Jang, S.C. (2010), Effects of perceived service fairness on emotions, and behavioral intentions in restaurants, European Journal of Marketing 44(9/10), 1233-1259.
  72. [72]  Nunnally, J.C. and Berstein, I.H. (1994), Psychometric Theory, 3rd ed., New York: McGraw-Hill.
  73. [73]  Oyserman, D. (2009), Identity-Based Motivation: Implications for Action-Readiness, Procedural Readiness, and Consumer Behavior, Journal of Consumer Psychology 19(3), 250-260.
  74. [74]  Rezvani, M. and Mehdi, S.H. (2012), Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market, Journal of Knowledge Management, Economics and Information Technology 2(8), 111-125.
  75. [75]  Robbins, T.L. and Miller, J.L. (2004), Considering customer loyalty in developing service recovery strategies, Journal of Business Strategies 21(1), 212-232.
  76. [76]  Robert, F., Robert, F.C., Mary, B. and Ducan, D. (2010), Triangle model of fairness: investigating spillovers and reciprocal transfers, Journal of Service Management 21(4), 515-530.
  77. [77]  Palmatier, R.W., Dant, R.P., Grewal, D. and Evans, K.R. (2006), Factors influencing the effectiveness of relationship marketing: a meta-analysis, Journal of Marketing 70, 136-153.
  78. [78]  Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing 64(1), 12-40.
  79. [79]  Patwardhan, H. and Balasubramanian, S.K. (2011), Brand Romance: a complementary approach to explain emotional attachment toward brands, Journal of Product & Brand Management 20(4), 297-308.
  80. [80]  Reichheld, F.F. (1996), The Loyalty Effect. Boston, MA: Harvard Business School Press.
  81. [81]  Reichheld, F.F. and Sasser, W. E. (1990), Zero defections: Quality comes to services, Harvard Business Review 68(5), 105-111.
  82. [82]  Pitta, D., Franzak, F. and Fowler, D. (2006), A strategic approach to building online customer loyalty: Integrating customer profitability tiers, Journal of Consumer Marketing 23(7), 421-429.
  83. [83]  Rosenbaum, M.S., Ward, J., Walker, B.A. and Ostrom, A.L. (2007), An Investigation of Commercial Social Support and Third-Place Attachment, Journal of Service Research 10(1), 43-59.
  84. [84]  Rowldy, J. and Dawes, J. (2000), Disloyalty: a closer look at non-loyals, Journal of Consumer Marketing 17(6), 23-37.
  85. [85]  Schoefer, K. and Ennew, C. (2005), The Impact of Perceived Justice on Consumers’ Emotional Responses to Service Complaint Experiences, The Journal of Services Marketing 19(5), 261-270.
  86. [86]  Seiders, K. and Berry, L.L. (1998), Service fairness: what it is and why it matters, Academy of Management Executive 12, 8-20.
  87. [87]  Smidts, A.P., Ad. Th. H. and van Riel, C.B.M. (2001), The impact of employee communication and perceived external prestige on organizational identification, Academy of Management Journal 49(5), 1051-1062.
  88. [88]  Smith A.K., Bolton, R.N. and Wagner, J. (1999), A model of customer satisfaction with service encounters involving failure and recovery, Journal of Marketing Research 36(3), 356-372.
  89. [89]  Sparks, B.A. and Browning, V. (2011), The impact of online reviews on hotel booking intentions and perception of trust, Tourism Managements 32, 1310-1323.
  90. [90]  Stets, J.E. and Burke, P.J. (2000), Identity Theory and Social Identity Theory, Social Psychology Quarterly 63(3), 224-237.
  91. [91]  Stewart, T.A. (1997), A Satisfied Customer Isn't Enough, Fortune 136, 112-113.
  92. [92]  Straub, D., Boudreau, M.-C. and Gefen, D. (2004), Validation Guidelines for IS Positivist Research, Communications of AIS 13(24), 380-427.
  93. [93]  Stryker, S. (1968), Identity salience and role performance: The importance of symbolic interaction theory for family research, Journal of Marriage and the Family 30, 558-564.
  94. [94]  Stryker, S. and Burke, P.J. (2000), The past, present and future of identity theory, Social Psychology Quarterly 63, 284-297.
  95. [95]  Stryker, S. and Serpe. (1982), Commitment, identity salience and role behavior: Theory and research example. In W. Ickes & E. S. Knowles (Eds.) Personality, Roles, and Social Behavior. New York: Springer-Verlag.
  96. [96]  Stryker, S. and Serpe. (1994), Identity salience and psychological centrality: Equivalent, overlapping, or complementary concepts, Social Psychology Quarterly 51, 16-35.
  97. [97]  Swaminathan, V., Stilley, K. and Ahluwalia, R. (2009), When Brand Personality Matters: The Moderating Role of Attachment Styles, Journal of Consumer Research 35, 985-1002.
  98. [98]  Tajfel, H. (1982), Social Psychology of Intergroup Relations, Annual Review of Psychology 33, 1-39.
  99. [99]  Tax, S.S., Brown, S.W. and Chandrashekaran, M. (1998), Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing, Journal of Marketing 62(2), 60-76.
  100. [100]  Thomson, M., Deborah J.M. and Park C.W. (2005), The Ties that Bind: Measuring the Strength of Consumers Emotional Attachments to Brands, Journal of Consumer Psychology 15(1), 77-91.
  101. [101]  Turner, J.C. (1979), The Social Identity Theory of Intergroup Behavior in Psychology of Intergroup Relations. Stephen Worchel and William G. Austin, eds. Chicago: Nelson-Hall, 33-47.
  102. [102]  Triandis, H.C. (1989), The Self and Social Behavior in Differing Cultural Contexts, Psychological Review 96(3), 506-520.
  103. [103]  Verhoef, P.C., Franses, P.H. and Hoekstra, J.C. (2002), The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matter? Journal of the Academy of Marketing Science 30(3), 202-216.
  104. [104]  White, L. and Yanamandram, V. (2004), Why customers stay: Reasons and consequences of inertia in financial services, Managing Service Quality 14(2/3), 183-194.
  105. [105]  William, C.M., Nicole, P. and Jason, E.L. (2009), Price fairness perceptions and customer loyalty in a retail context, Journal Business Research 62(6), 588-593.
  106. [106]  Wolfinbarger, M. and Gilly, M.C. (2001), Shopping Online for Freedom, Control, and Fun, California Management Review 43(2), 3455.
  107. [107]  Yoo, B., Donthu, N. and Lee, S. (2000), An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science 28(2), 195-211.
  108. [108]  Zeithaml, V.A., B erry L.L. and Parasuraman, A. (1996), The behavioral consequences of service quality, Journal of Marketing 60(2), 31-46.
  109. [109]  Zhang, J. and Bloemer, J.M. (2008), The Impact of Value Congruence on Consumer-Service Brand Relationships, Journal of Service Research 30(5), 87-101.