Service Recovery Strategies in Service Industry Affecting Consumer Forgiveness and Repurchase Intentions: Moderating Role of Online Brand Community Engagement

Authors

  • Uzma Noor Faculty of Management Science, International Islamic University, Islamabad.
  • Tooba Israr Strategic Marketing Department, Pakistan Detector Technologies Pvt. Ltd.
  • Zoia Khan University Institute of Management Sciences, Pir Mehr Ali Shah and Agriculture University, Rawalpindi.

Keywords:

Service recovery strategies, repurchase intentions, consumer forgiveness, apology, compensation, online brand community engagement

Abstract

Purpose: This study investigated the impact of service recovery strategies;
namely apology (AP) and compensation (CP) on consumer forgiveness (CF)
as well as repurchase intention (RI). Online brand community engagement
(OBCE) was investigated as a moderator on the relationship between
recovery strategies and RI. Consumer forgiveness served as a mediator on the
relationship between service recovery strategies and RI.
Design and Methodology: A cross sectional study was designed. Data was
collected from faculty members and students of universities located in
Rawalpindi and Islamabad. The sample was selected by convenience
sampling; a questionnaire was sent to 1210 respondents. About 606
responses were received out of which the 426 usable responses were included
in the analysis. Data was analyzed by using AMOS and PROCESS.
Findings: The results have shown that the effect of apology on purchase
intention proved to be insignificant whereas the effect of compensation on
purchase intention was significant. The mediation role of consumer’s
forgiveness was also significant. The OBCE significantly moderated the
effect of CF on RI whereas its effect is insignificant for the direct
relationships of AP and CP with RI.
Implications: The findings provided useful insight for policymakers in
service sector organizations for planning. The purpose was to investigate how
service recovery strategies can influence the repurchase intention of
consumers in a service industry.

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Published

2022-12-28

How to Cite

Uzma Noor, Tooba Israr, & Zoia Khan. (2022). Service Recovery Strategies in Service Industry Affecting Consumer Forgiveness and Repurchase Intentions: Moderating Role of Online Brand Community Engagement. UW Journal of Management Sciences, 6(1), 65–82. Retrieved from https://uwjms.org.pk/index.php/uwjms/article/view/84