The Effect of Brand Recognition on Service Recovery
Journal Title: European Journal of Business and Social Sciences - Year 2012, Vol 1, Issue 6
Abstract
According to prior research, when consumers have a higher level of perceived justice, they are more satisfied with recovery from service failure. The study reported herein further analyzes the influence of a positive relationship between brand recognition and perceived justice in service recovery. The results of an experiment with 289 participants indicate that service recovery accompanied by a lower level of brand recognition, in contrast with that accompanied by a higher level of brand recognition, generates greater satisfaction when consumers’ sense of perceived justice is greater.
Authors and Affiliations
Yin-Hui Cheng| National Taichung University of Education, Taiwan
Keywords
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