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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.

Mobile shopping application can provide retailers the opportunity for showcasing their brands and shopping experiences to the customers since the use of smartphones are increasing. Therefore, this study was conducted to determine the e-service quality of mobile commerce applications (MCA) in enhancing customer loyalty intention behaviour to purchase the product via MCA among online shoppers in Malaysia through the use of the adapted SERVQUAL model. Additionally, the mediating effect of customer satisfaction on the relationship between MCA service quality dimensions and customer loyalty intention behaviour was studied. A purposive sampling technique was used and 120 data were collected through an online survey. The results for direct testing demonstrate that all the SERVQUAL dimensions were significantly influenced customer satisfaction, except reliability, security and usability. Meanwhile, analysis results for the mediating effects demonstrate that customer satisfaction mediates the relationship of SERVQUAL dimensions (assurance, personalization, responsiveness and information quality) and customer loyalty intention. Even though the SERVQUAL dimensions tested in this study were significant, the effect size is rather small. Nevertheless, all these factors are important to be considered for the improvement of MCA, especially everyone is moving forward to a digital business environment and e-service is regarded to play an important role.

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