Examining user-generated content, service failure recovery and customer–brand relationships

An exploration through commitment-trust theory

Datos Bibliográficos

ID12420985
AutoresWilson Ozuem (0000-0002-0337-1419, University of Cumbria, autor de correspondencia), Michelle Willis (0000-0001-6183-3661, University of Cumbria), Kerry E Howell (0000-0001-6845-8526, Northumbria University), Kerry Howell, Silvia Ranfagni (0000-0002-1546-3070, University of Florence), Serena Rovai (0000-0002-0311-384X, Excelia Business School)
Año2023
Volumen34
Número3
Páginas784-809
Fecha de publicación2023-04-03
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaInternet Research (JOURNAL)
Identificadores de la revistaISSN: 1066-2243 • E-ISSN: 2054-5657
EditorialEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-07-2022-0580
OpenAlexW4362579622
IdiomaEN
Citas recibidas6
Referencias citadas67

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

Advertising · Brand equity · Brand management · Brand relationship · Business · Counterfactual thinking · Customer satisfaction · Marketing management · Originality · Perspective (graphical · Relationship marketing · Service (business · Value (mathematics · Corporate Identity and Reputation · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing