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The effects of brand relationships on justice perceptions in service recovery

Cid Gonçalves Filho (Department of Business, Fumec University, Belo Horizonte, Brazil)
Kip Kiefer (Department of Business, Rollins College, Winter Park, Florida, USA)
Marc Fetscherin (Department of Business, Rollins College, Winter Park, Florida, USA)
Alexander Blandina (IRI Market Research, Chicago, Illinois, USA)
Marcelo Nacif Rocha (DocuSign, São Paulo, Brazil)
Plínio Rafael Reis Monteiro (Department of Business, Federal University of Minas Gerais, Belo Horizonte, Brazil)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 20 January 2023

Issue publication date: 24 March 2023

553

Abstract

Purpose

This paper aims to explore how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.

Design/methodology/approach

The authors conducted a survey of 368 Brazilian consumers who experienced real-life automotive service recovery situations. The authors tested their model and underlying hypotheses using structural equation modeling.

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. The authors' 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/value

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 the brand relationship sub-dimensions trust and intimacy on perceptions of justice.

Keywords

Citation

Filho, C.G., Kiefer, K., Fetscherin, M., Blandina, A., Rocha, M.N. and Monteiro, P.R.R. (2023), "The effects of brand relationships on justice perceptions in service recovery", Journal of Consumer Marketing, Vol. 40 No. 3, pp. 315-327. https://doi.org/10.1108/JCM-06-2020-3904

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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