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The Effects of Brand Relationships on Justice Perceptions in Service Recovery
Get PDFPurpose: This paper explores how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.
Design/methodology/approach: We conducted a survey of 368 consumers who experienced an automotive service recovery.
Findings: Stronger BRQ led to higher levels of perceived justice (distributive, procedural, and interactional), which in turn led to higher customer satisfaction of complaint handling. Ultimately, higher customer satisfaction led to lower complaining, lower retaliation, and higher purchase intention. Our alternative model tested the effects of BRQ sub-dimensions on justice perception. Interestingly, trust produced a “love-is-blind” effect, while intimacy revealed a “love-becomes-hate” effect.
Originality: This study assessed BRQ and its sub-dimensions (self-connection, satisfaction, commitment, trust, and intimacy) on sense of justice (distributive, procedural, and interactional) within service recovery. Also, this study demonstrated the opposing effects of brand relationship sub-dimensions trust and intimacy on perceptions of justice
Social Exclusion and Negative Affect: The Impact of Mentalized Affectivity
Get PDFSocial exclusion has been widely associated with feelings of anxiety, depressed mood, anger, and hostility. Previous literature indicates that mentalized affectivity (MA), a sophisticated form of emotional regulation, may be effective in mitigating emotional experience after social exclusion. In light of this research, our study sought to examine the predictive value of mentalized affectivity and inclusion/exclusion on emotion. Participants (N = 170) completed measures of mentalized affectivity and positive and negative affect, in addition to playing a virtual ball-tossing game that would randomly assign them to an inclusion or exclusion condition. Multiple regression analyses revealed that mentalized affectivity predicted both positive and negative affect. However, the inclusion/exclusion was only successful in predicting positive emotion. When looking more specifically at the individual components of mentalized affectivity, only processing ability was significant when assessed for positive affect, while both processing and expressing were significant in terms of negative affect. Our study highlights the importance of mentalized affectivity in promoting healthy psychological functioning, as opposed to merely decreasing psychopathology and negative emotion
