The role of recovery satisfaction on the relationship between service recovery and brand evangelism: a conceptual framework

Abstract

The aim of every organization is to deliver the utmost service to the customers. However, in certain circumstances, it is impossible to provide service with zero defect. Even the best organizations in the word are unable to escape from service failure. In recent years, practitioners and researchers are interested to explore the best measures to recover from service failure. Numerous studies have been established to investigate the effect of service recovery on customer satisfaction. Justice theory is one of the well-known theoretical foundation that has been referred in service recovery studies. By means of the same theory which is represented by distributive justice, procedural justice and interactional justice as well as their relationships with recovery satisfaction, this study proposes further investigation on how these exogenous factors promote or influence brand evangelism. Brand evangelism represents an extension to word of mouth communication. This exploration is believed to be the first incorporating brand evangelism in service recovery context. The anticipated managerial implications and recommendations for future research are also discussed in this conceptual paper.