The impact of employee emotional competency factors and service recovery activities on online shopping customer loyalty in Ho Chi Minh City
Main Article Content
Abstract
With the development of online shopping, customer care policies and strategies are seen as top priority in maintaining loyal customers, especially when service is fault. Frontline staff will be directly involved in this recovery process. Survey of 319 online customers experiencing service issues and undergoing service recovery to collect data. Structural equation model is used to measure factors, check direct and intermediate effects among variables using SmartPLS 3.0. The results confirm that the explanatory aspects have a direct positive impact on post-rehabilitation satisfaction. All aspects have significant mediating effects on repurchase intention and word-of-mouth through post-rehabilitation satisfaction. Research also shows that factors of employees' emotional competence and communication skills contribute to increased customer satisfaction and loyalty.
Article Details
Keywords
Employees emotional competencies, Repurchase intention, Service failure, Service recovery
References
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Menon, K., & Dubé, L. (2007). The effect of emotional provider support on angry versus anxious consumers. International Journal of Research in Marketing, 24(3), 268-275.
Migacz, S. J., Zou, S., & Petrick, J. F. (2018). The “terminal” effects of service failure on airlines: Examining service recovery with justice theory. Journal of Travel Research, 57(1), 83-98.
Mostafa, R., R. Lages, C., & Sääksjärvi, M. (2014). The CURE scale: a multidimensional measure of service recovery strategy. Journal of Services Marketing, 28(4), 300-310.
Odoom, R., Agbemabiese, G. C., & Hinson, R. E. (2020). Service recovery satisfaction in offline and online experiences. Marketing Intelligence & Planning, 38(1), 1-14.
Petzer, D. J., Steyn, T. F. J., & Mostert, P. G. (2009). Customer retention practices of small, medium and large hotels In South Africa: An exploratory study. African Journal of Marketing Management, 1(1), 32-42.
Proença, V., Martin, L. J., Pereira, H. M., Fernandez, M., McRae, L., Belnap, J.,... & van Swaay, C. A. (2017). Global biodiversity monitoring: from data sources to essential biodiversity variables. Biological Conservation, 213, 256-263.
Shin, H. (2020). A case study on value creation of fashion brands using content collaboration targeting MZ generation. The Research Journal of the Costume Culture, 28(6), 830-844. DOI: 10.29049/rjcc.2020.28.6.830.
Siu, N. Y. M., Zhang, T. J. F., & Yau, C. Y. J. (2013). The roles of justice and customer satisfaction in customer retention: A lesson from service recovery. Journal of Business Ethics, 114(4), 675-686.
Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297-318.
Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of product & brand management, 13(4), 217-227.
Wang, C. Y., & Mattila, A. S. (2011). A cross-cultural comparison of perceived informational fairness with service failure explanations. Journal of Services Marketing, 25(6), 429-439.
Wei, J., Lin, X., Jiang, Y., & Zhou, X. (2022). The influence of emotional intelligence and relationship quality on the service recovery effect of online platform ecosystem. Current Psychology, 41(11), 1-13.
Varela-Neira, C., Vázquez-Casielles, R., & Iglesias-Argüelles, V. (2008). The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context. The Service Industries Journal, 28(4), 497-512.
Yaqub, R. M. S., Halim, F., & Shehzad, A. (2019). Effect of service quality, price fairness, justice with service recovery and relational bonds on customer loyalty: Mediating role of customer satisfaction. Pakistan Journal of Commerce and Social Sciences (PJCSS), 13(1), 62-94.
Andersson, T. D., Armbrecht, J., & Lundberg, E. (2017). Linking event quality to economic impact: A study of quality, satisfaction, use value and expenditure at a music festival. Journal of Vacation Marketing, 23(2), 114-132.
Barnes, P. W., Flint, S. D., Tobler, M. A., & Ryel, R. J. (2016). Diurnal adjustment in ultraviolet sunscreen protection is widespread among higher plants. Oecologia, 181(1), 55-63.
Balaji, M. S., Roy, S. K., & Quazi, A. (2017). Customers’ emotion regulation strategies in service failure encounters. European Journal of Marketing, 51(5/6), 960-982.
Bies, R. J. (1987). The predicament of injustice: The management of moral outrage. Research in Organizational Behavior, 9, 289–319.
Bradley, G., & Sparks, B. (2012). Explanations: if, when, and how they aid service recovery. Journal of Services Marketing, 26(1), 41-51.
Cartwright, S., & Pappas, C. (2008). Emotional intelligence, its measurement and implications for the workplace. International Journal of Management Reviews, 10(2), 149-171.
Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423-443.
Choi, B., & Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1), 108-131.
Daniel, T. C., Muhar, A., Arnberger, A., Aznar, O., Boyd, J. W., Chan, K. M.,... & von der Dunk, A. (2012). Contributions of cultural services to the ecosystem services agenda. Proceedings of the National Academy of Sciences, 109(23), 8812-8819.
Davidow, M. (2003). Organizational responses to customer complaints: What works and what doesn’t. Journal of Service Research, 5(3), 225-250.
Delcourt, C., Gremler, D. D., van Riel, A. C., & Van Birgelen, M. J. (2016). Employee emotional competence: construct conceptualization and validation of a customer-based measure. Journal of Service Research, 19(1), 72-87.
DeVellis, R. F. (2016). Scale development (4th ed.). Thousand Oaks, CA: SAGE.
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center, 17(1), 1-7.
Giao, H., Vuong, B., & Quan, T. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam. Uncertain Supply Chain Management, 8(2), 351-370.
Giardini, A., & Frese, M. (2008). Linking service employees' emotional competence to customer satisfaction: A multilevel approach. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 29(2), 155-170.
Groth, M., Hennig-Thurau, T., & Walsh, G. (2009). Customer reactions to emotional labor: The roles of employee acting strategies and customer detection accuracy. Academy of Management Journal, 52(5), 958-974.
Hair, Jr. J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage.
Hareli, S. (2005). Accounting for one's behavior—What really determines its effectiveness? Its type or its content?. Journal for the Theory of Social Behaviour, 35(4), 359-372.
Hume, M., Mort, G. S., & Winzar, H. (2007). Exploring repurchase intention in a performing arts context: who comes? and why do they come back? International Journal of Nonprofit and Voluntary Sector Marketing, 12(2), 135-148.
Johnston, R., & Michel, S. (2008). Three outcomes of service recovery: Customer recovery, process recovery and employee recovery. International Journal of Operations & Production Management. 28(1),79-99. https://doi.org/10.1108/01443570810841112
Kidwell, B., Lopez-Kidwell, V., Blocker, C., & Mas, E. M. (2020). Birds of a feather feel together: Emotional ability similarity in consumer interactions. Journal of Consumer Research, 47(2), 215-236.
Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62.
Kuo, Y. F., & Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138.
Lee, J. H., Kim, M. S., & Jeon, A. (2013). The effects of emotional intelligence on service recovery and organizational loyalty: a case of flight attendants of South Korean airlines. Service Business, 7(4), 665-686.
Liao, H. (2007). Do It Right This Time: The Role of Employee Service Recovery Performance in Customer-Perceived Justice and Customer Loyalty After Service Failures. Journal of Applied Psychology, 92(2), 475-489.
Mai, V. N., Nguyen, Q. N., & Nguyen, D. H. L. (2021). The impact of service recovery on satisfaction and word of mouth of international tourists towards homestays: An empirical study in Vietnam. The Journal of Asian Finance, Economics and Business (JAFEB), 8, 593-600.
Menon, K., & Dubé, L. (2007). The effect of emotional provider support on angry versus anxious consumers. International Journal of Research in Marketing, 24(3), 268-275.
Migacz, S. J., Zou, S., & Petrick, J. F. (2018). The “terminal” effects of service failure on airlines: Examining service recovery with justice theory. Journal of Travel Research, 57(1), 83-98.
Mostafa, R., R. Lages, C., & Sääksjärvi, M. (2014). The CURE scale: a multidimensional measure of service recovery strategy. Journal of Services Marketing, 28(4), 300-310.
Odoom, R., Agbemabiese, G. C., & Hinson, R. E. (2020). Service recovery satisfaction in offline and online experiences. Marketing Intelligence & Planning, 38(1), 1-14.
Petzer, D. J., Steyn, T. F. J., & Mostert, P. G. (2009). Customer retention practices of small, medium and large hotels In South Africa: An exploratory study. African Journal of Marketing Management, 1(1), 32-42.
Proença, V., Martin, L. J., Pereira, H. M., Fernandez, M., McRae, L., Belnap, J.,... & van Swaay, C. A. (2017). Global biodiversity monitoring: from data sources to essential biodiversity variables. Biological Conservation, 213, 256-263.
Shin, H. (2020). A case study on value creation of fashion brands using content collaboration targeting MZ generation. The Research Journal of the Costume Culture, 28(6), 830-844. DOI: 10.29049/rjcc.2020.28.6.830.
Siu, N. Y. M., Zhang, T. J. F., & Yau, C. Y. J. (2013). The roles of justice and customer satisfaction in customer retention: A lesson from service recovery. Journal of Business Ethics, 114(4), 675-686.
Slack, N., Singh, G., & Sharma, S. (2020). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences, 12(3), 297-318.
Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of product & brand management, 13(4), 217-227.
Wang, C. Y., & Mattila, A. S. (2011). A cross-cultural comparison of perceived informational fairness with service failure explanations. Journal of Services Marketing, 25(6), 429-439.
Wei, J., Lin, X., Jiang, Y., & Zhou, X. (2022). The influence of emotional intelligence and relationship quality on the service recovery effect of online platform ecosystem. Current Psychology, 41(11), 1-13.
Varela-Neira, C., Vázquez-Casielles, R., & Iglesias-Argüelles, V. (2008). The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context. The Service Industries Journal, 28(4), 497-512.
Yaqub, R. M. S., Halim, F., & Shehzad, A. (2019). Effect of service quality, price fairness, justice with service recovery and relational bonds on customer loyalty: Mediating role of customer satisfaction. Pakistan Journal of Commerce and Social Sciences (PJCSS), 13(1), 62-94.
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