Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory
Purpose: User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Emerald Insight
2023
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| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/8452/1/Manuscript_Internet%20Research.pdf |
| _version_ | 1804072906830905344 |
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| author | Ozuem, Willis Willis, Michelle Howell, Kerry Ranfagni, Silvia Rovai, Serena |
| author_facet | Ozuem, Willis Willis, Michelle Howell, Kerry Ranfagni, Silvia Rovai, Serena |
| author_sort | Ozuem, Willis |
| collection | LMU |
| description | Purpose:
User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship.
Design/methodology/approach:
Building on commitment-trust theory and from a phenomenological hermeneutical perspective, this article explores this phenomenon through the interpretation of 60 in-depth interviews with millennials from three European countries: Italy, France and the UK. An analysis of the data was conducted using a qualitative approach to understand the main constructs and relationships derived from the data.
Findings:
This study conceptualises four distinct moderating characteristics of UGC in the SFR process: satisfaction with experience and brand, dissatisfaction with experience and brand, satisfaction with brand and dissatisfaction with brand. The insights from the responsiveness, empathetic response, counterfactual thinking and brand salience (RECB) framework contribute to research on UGC and shed light on the relationship between SFR and consumer–brand relationships in the fashion industry.
Originality/value:
Overall, this study demonstrates that customer interactions with UGC significantly affect their responses to, and relationships with, a brand. The proposed framework opens up interesting avenues for future research on the moderating role of UGC on the relationship between SFR and customer–brand relationships. |
| first_indexed | 2024-07-09T04:06:36Z |
| format | Article |
| id | oai:repository.londonmet.ac.uk:8452 |
| institution | London Metropolitan University |
| language | English |
| last_indexed | 2024-07-09T04:06:36Z |
| publishDate | 2023 |
| publisher | Emerald Insight |
| record_format | eprints |
| spelling | oai:repository.londonmet.ac.uk:84522023-07-17T15:05:31Z http://repository.londonmet.ac.uk/8452/ Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory Ozuem, Willis Willis, Michelle Howell, Kerry Ranfagni, Silvia Rovai, Serena 300 Social sciences 600 Technology Purpose: User-generated content (UGC) and service failure have attracted considerable marketing inquiry over the last two decades. Previous studies primarily focused on the outcome of service failure and the impact of UGC on perceived failure severity. This article departs from previous studies as it examines the moderating role of UGC on the relationship between service failure recovery (SFR) and customer–brand relationship. Design/methodology/approach: Building on commitment-trust theory and from a phenomenological hermeneutical perspective, this article explores this phenomenon through the interpretation of 60 in-depth interviews with millennials from three European countries: Italy, France and the UK. An analysis of the data was conducted using a qualitative approach to understand the main constructs and relationships derived from the data. Findings: This study conceptualises four distinct moderating characteristics of UGC in the SFR process: satisfaction with experience and brand, dissatisfaction with experience and brand, satisfaction with brand and dissatisfaction with brand. The insights from the responsiveness, empathetic response, counterfactual thinking and brand salience (RECB) framework contribute to research on UGC and shed light on the relationship between SFR and consumer–brand relationships in the fashion industry. Originality/value: Overall, this study demonstrates that customer interactions with UGC significantly affect their responses to, and relationships with, a brand. The proposed framework opens up interesting avenues for future research on the moderating role of UGC on the relationship between SFR and customer–brand relationships. Emerald Insight 2023-04-04 Article PeerReviewed text en cc_by_nc_4 https://repository.londonmet.ac.uk/8452/1/Manuscript_Internet%20Research.pdf Ozuem, Willis, Willis, Michelle, Howell, Kerry, Ranfagni, Silvia and Rovai, Serena (2023) Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory. Internet Research. ISSN 1066-2243 https://www.emerald.com/insight/content/doi/10.1108/INTR-07-2022-0580/full/html 10.1108/INTR-07-2022-0580 |
| spellingShingle | 300 Social sciences 600 Technology Ozuem, Willis Willis, Michelle Howell, Kerry Ranfagni, Silvia Rovai, Serena Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory |
| title | Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory |
| title_full | Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory |
| title_fullStr | Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory |
| title_full_unstemmed | Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory |
| title_short | Examining user-generated content, service failure recovery and customer–brand relationships: an exploration through commitment-trust theory |
| title_sort | examining user generated content service failure recovery and customer brand relationships an exploration through commitment trust theory |
| topic | 300 Social sciences 600 Technology |
| url | https://repository.londonmet.ac.uk/8452/1/Manuscript_Internet%20Research.pdf |
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