Effect of online service recovery, perceived justice and post-recovery satisfaction on brand WOM: A conceptual framework

Abstract

With the rapid development of e-commerce in China, online shopping has become a trend and service failures also gradually increase. It is an urgent need for online retailers to eliminate the impact of service failure through service recovery, to improve customer satisfaction, and to obtain positive word-of-mouth of brand. This paper introduces the moderating variable of involvement, construct a conceptual framework to investigate the effect of online service recovery, perceived justice and post-recovery satisfaction on word-of-mouth (WOM) of brand.