Effect of different food recall strategies on consumers’ reaction to different recall norms

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Barbara FlynnKelley School of Business, Indiana University, Indianapolis, Indiana, USA Abstract Purpose -Using the combined theoretical umbrella of organizational legitimacy theory, service-dominant logic, fairness heuristic theory and two-factor theory, the purpose of this paper is to investigate the effectiveness of different food recall strategies (recall proactiveness and compensation) in terms of both how consumers react (perceived organizational legitimacy and purchase intention) and how recall norms would influence the effectiveness in three countries. In addition to the reporting of important results, this paper provides implications for food companies to handle effectively the recalls, especially when the recalls are cross-country. Design/methodology/approach -A 2 compensation (high vs low) × 2 recall strategy (proactive vs passive) scenario experiment was conducted in Hong Kong, the USA and Mainland China. After checking the effectiveness of manipulation, the paper tested the main effect and interaction effect of recall proactiveness and compensation on perceived organizational legitimacy and purchase intention. In addition, the mediating effect of perceived organizational legitimacy between recall strategies and purchase intention was also tested. Findings -Significant main effect, interaction and mediation effect were found across the three countries with a different pattern. For the USA and Mainland China which have strong recall norms, the interaction found followed the predictions of the two-factory theory. However, the pattern found in Hong Kong, which has weak recall norms, followed the predictions of the fairness heuristic theory. Full mediation effect of perceived organizational legitimacy between compensation and purchase intention was found in the USA and Mainland China, while it was only partial in Hong Kong. For the mediation between proactiveness and purchase intention, full mediation was found in Hong Kong and the USA, while it was only partial in Mainland China. Originality/value -First, this study differentiated food recall strategy into two dimensions -recall proactiveness and compensati...

The impact of social visibility of VIP services on satisfaction

“…When a service provider actively proposes the recall information, the consumer believes that the recall process is fair. Conversely, when the recall is passive, the consumer feels the process unfair (Hu et al, 2017). In a supermarket, customers judge the fairness of the self-checkout technology by the length of queuing time and the size of the basket (Fombelle et al, 2015;White et al, 2012).…”

Applying catastrophe progression method to evaluate the service quality of cold chain logistics

“…Since the construction of the cold chain logistics infrastructure network in the fresh ecommerce industry is still nascent, there are problems that business managers cannot ignore. The problems include the lack of coordination within supply chains, high operational costs, inferior service quality and a relatively low level of customer satisfaction [8][9][10][11][12]. Based on a statistical analysis of the negative comments (1000 samples) posted on fresh ecommerce websites by customers, this paper sorts out the major factors influencing customer satisfaction in order of their importance ( Fig.…”

Data-driven food supply chain management and systems

“…Data-driven FSCM systems and cases Li et al (2017) introduced an IoT-based tracking and tracing platform for prepackaged food supply chain. Hu et al (2017) reported a comparative study on the effect of different food recall strategies on consumers' reaction to different recall norm. Pan et al (2017) demonstrated a case by using customers-related data to enhance E-grocery home delivery.…”