Creating brand evangelists through service recovery: evidence from the restaurant industry

Abstract

The present study examines the relationship between service recovery and brand evangelism. Service recovery is represented by three dimensions namely distributive justice, procedural justice, and interactional justice. These three dimensions of service recovery were derived from the integration of justice theory, social exchange theory, and equity theory. Purposive sampling technique was employed for data collection with a total of 338 questionnaires were usable for data analysis using Analysis of Moment Structures (AMOS) software. The results demonstrate that distributive justice and interactional justice were positively related to brand evangelism. However, the relationship between procedural justice and brand evangelism was not significant. Further discussion on the findings and suggestions for future studies are also offered in this paper.