The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms

Huang, Ran; Ha, Sejin

doi:10.1016/j.jbusres.2020.04.034

Cited by 68 publications

(43 citation statements)

References 69 publications

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“…Participants were divided into high relationship norm (communal relationship) and low relationship norm (exchange relationship) groups. Relationship norms were divided using a median split procedure (the median in the sample was 3.00) (Huang and Ha, 2020). Lower scores represented consumers abiding by the exchange relationship norm, and higher scores represented consumers abiding by the communal relationship norm.…”

Section: Methodsmentioning

confidence: 99%

Continuance intention in running apps: the moderating effect of relationship norms

Huang

Lai

2021

IJSMS

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PurposeThe number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.Design/methodology/approachConvenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.FindingsThe study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.Originality/valueAmid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.

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Section: Methodsmentioning

confidence: 99%

Continuance intention in running apps: the moderating effect of relationship norms

Huang

Lai

2021

IJSMS

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“…Warmth‐oriented (vs. competence‐oriented) responses to a service failure online complaint are perceived as more relevant and sincere, leading to higher satisfaction and more positive word of mouth (Huang & Ha, 2020). This was particularly true for consumers who have a communal (vs. exchange) relationship with the brand.…”

Section: Service Marketingmentioning

confidence: 99%

“…Positive warmth perception thus seems to protect from the negative effect of service failure (Alhouti et al, 2021; Gao et al, 2021; Huang & Ha, 2020). The corollary of this is the warmth negativity effect: perceived lack of warmth is more damaging than perceived lack of competence (Skowronski & Carlston, 1987).…”

Section: Service Marketingmentioning

confidence: 99%

Social perception of brands: Warmth and competence define images of both brands and social groups

Kervyn¹,

Malone²

2021

Consumer Psychology Review

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People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

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“…High CO reflects an individual's concern for others' interests and benefits, while low CO relates to individuals' concerns for exchange norms and the underlying desire to gain individual benefits only from the relationship (Bolton & Mattila, 2015; Chen et al, 2001; Clark & Mills, 1993). CO is an important trait that can influence how consumers process service failure and recovery (Huang & Ha, 2020). While consumers showing high CO expect the company to be caring in its recovery response, those showing low CO look for professionalism (Aggarwal, 2004; Liu & Gal, 2011).…”

Section: Studymentioning

confidence: 99%

When doing good will not save us: Revisiting the buffering effect of CSR following service failures

Antonetti

Crisafulli

Maklan

2021

Psychology and Marketing

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Past research offers inconsistent evidence on whether CSR is an effective service recovery strategy. Current debates overlook the signals that service failures send about the company, and their interplay with CSR. We propose a moderated mediation model showing that CSR's effectiveness for service recovery depends upon failure type. For failures signaling a lack of skills and expertise, CSR enhances warmth which in turn lowers revenge. Warmth further increases perceived competence which influences conciliatory responses. CSR, however, does not help if the failure signals a lack of moral integrity. Both warmth and competence explain the CSR's buffering effect. Our study demonstrates that “doing good” helps only to the extent that service failures that do not raise doubts about the character of the company. Even in these circumstances, however, the buffering effect of CSR is observed only in case of customer–firm communal relationships. Consistent evidence from three experiments revisits more optimistic assessments of the ability of CSR to act as a recovery strategy and shows that CSR can help only under very circumscribed conditions. Managerially, we show how and when the CSR buffer applies in service contexts, offering insights on how managers can best reap the potential benefits of service brands' involvement in CSR.

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The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms

Cited by 68 publications

References 69 publications

Continuance intention in running apps: the moderating effect of relationship norms

Continuance intention in running apps: the moderating effect of relationship norms

Social perception of brands: Warmth and competence define images of both brands and social groups

When doing good will not save us: Revisiting the buffering effect of CSR following service failures

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