HOSPITAL IMAGE DYNAMICS IN SERVICE RECOVERY: MODERATION OF EMOTIONAL INTELLIGENCE
Received: 25th January 2024 Revised: 03rd April 2024, 04th April 2024 Accepted: 25th January 2024
DOI:
https://doi.org/10.20319/lijhls.2024.9.0120Keywords:
Brand Image, Service Recovery Strategy, Emotional Intelligence, Private HospitalAbstract
This conceptual paper contributes to the academic literature by elucidating the interplay between brand image dimensions, service recovery strategies, customer satisfaction, and word-of-mouth communication and revisiting intentions in the context of private hospitals in Thailand. The findings of this study provide a foundation for future research endeavors by offering insights into the potential moderating role of emotional intelligence in shaping service recovery outcomes. Moreover, the alignment of our results with theoretical frameworks such as Expectancy-Confirmation Theory (ECT) and Social Exchange Theory (SET) suggests avenues for exploring similar phenomena in different industries. Practically, our findings offer actionable implications for private hospitals to enhance customer retention by strategically managing brand image dimensions and incorporating emotional intelligence considerations into service recovery efforts. Future research could delve deeper into the nuanced dynamics of these relationships across diverse cultural and organizational contexts, thereby enriching our understanding and offering practical guidelines for service-oriented businesses globally."
References
Aaker, D. A. (1991). Managing brand equity; capitalizing on the value of a brand name. The Free Press.
Akdere, M., Top, M., & Tekingündüz, S. (2020). Examining patient perceptions of service quality in Turkish hospitals: The SERVPERF model. Total Quality Management & Business Excellence, 31(3–4), 342–352. https://doi.org/10.1080/14783363.2018.1427501
Albus, H., & Ro, H. (2017). Corporate Social Responsibility: The Effect Of Green Practices In A Service Recovery. Journal of Hospitality & Tourism Research, 41(1), 41–65. https://doi.org/10.1177/1096348013515915
Amoako, G. K., Dzogbenuku, R. K., & Kumi, D. K. (2021). Service recovery and loyalty of Uber sharing economy: The mediating effect of trust. Research in Transportation Business & Management, 41, 100647. https://doi.org/10.1016/j.rtbm.2021.100647
Antonetti, P., Crisafulli, B., & Maklan, S. (2018). Too Good to Be True? Boundary Conditions to the Use of Downward Social Comparisons in Service Recovery. Journal of Service Research, 21(4), 438–455. https://doi.org/10.1177/1094670518793534
Arsenovic, J., De Keyser, A., Edvardsson, B., Tronvoll, B., & Gruber, T. (2021). Justice (is not the same) for all: The role of relationship activity for post-recovery outcomes. Journal of Business Research, 134, 342–351. https://doi.org/10.1016/j.jbusres.2021.05.031
Badawi, Tjahjono, H. K., & Muafi. (2017). THE ROLE OF CORPORATE REPUTATION MODERATION OF BANKING SERVICES. Polish Journal of Management Studies, 15(1), 15–25. https://doi.org/10.17512/pjms.2017.15.1.02
Balaji, M. S., Jha, S., Sengupta, A. S., & Krishnan, B. C. (2018). Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery. Journal of Business Research, 86, 109–118. https://doi.org/10.1016/j.jbusres.2018.01.023
Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists' behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412–431. https://doi.org/10.1108/IJPHM-02-2016-0012
Chan, Y.-C., Wang, C.-Y., & Chou, T.-L. (2023). Money or funny: Effective connectivity during service recovery with a DCM-PEB approach. Biological Psychology, 176, 108464. https://doi.org/10.1016/j.biopsycho.2022.108464
Chang, Y.-W., & Chang, Y.-H. (2010). Does service recovery affect satisfaction and customer loyalty? An empirical study of airline services. Journal of Air Transport Management, 16(6), 340–342. https://doi.org/10.1016/j.jairtraman.2010.05.001
Chaouali, W., Souiden, N., & Ringle, C. M. (2021). Elderly customers' reactions to service failures: The role of future time perspective, wisdom, and emotional intelligence. Journal of Services Marketing, 35(1), 65–77. https://doi.org/10.1108/JSM-08-2019-0318
Chen, Y.-C. (2015). A Study of the Interrelationships Among Service Recovery, Relationship Quality, and Brand Image in Higher Education Industries. The Asia-Pacific Education Researcher, 24(1), 81–89. https://doi.org/10.1007/s40299-013-0160-3
Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2019). Service recovery, customer satisfaction and customer loyalty: Evidence from Malaysia's hotel industry. International Journal of Quality and Service Sciences, 11(2), 187–203. https://doi.org/10.1108/IJQSS-09-2017-0081
Chigwende, S., & Govender, K. (2020). Corporate brand image and switching behavior: Case of mobile telecommunications customers in Zimbabwe. Innovative Marketing, 16(2), 80–90. https://doi.org/10.21511/im.16(2).2020.07
Cleff, T., Walter, N., & Xie, J. (2018). The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions. The IUO Journal of Brand Management, 15(10), 7–24.
Craighead, C. W., Karwan, K. R., & Miller, J. L. (2009). The Effects of Severity of Failure and Customer Loyalty on Service Recovery Strategies. Production and Operations Management, 13(4), 307–321. https://doi.org/10.1111/j.1937-5956.2004.tb00220.x
de Mesquita, J. M. C., Shin, H., Urdan, A. T., & Pimenta, M. T. C. (2023). Measuring the intention-behavior gap in service failure and recovery: The moderating roles of failure severity and service recovery satisfaction. European Journal of Marketing. https://doi.org/10.1108/EJM-03-2022-0235
del Río-Lanza, A. B., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775–781. https://doi.org/10.1016/j.jbusres.2008.09.015
Delhom, I., Satorres, E., & Meléndez, J. C. (2022). Emotional intelligence intervention in older adults to improve adaptation and reduce negative mood. International Psychogeriatrics, 34(1), 79–89. https://doi.org/10.1017/S1041610220003579
Deng, X., Chen, S., Li, X., Tan, C., Li, W., Zhong, C., Mei, R., & Ye, M. (2023). Gender differences in empathy, emotional intelligence, and problem-solving ability among nursing students: A cross-sectional study. Nurse Education Today, 120, 105649. https://doi.org/10.1016/j.nedt.2022.105649
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758–773. https://doi.org/10.1016/j.jbusres.2021.07.015
Fernandes, T., Morgado, M., & Rodrigues, M. A. (2018). The role of employee emotional competence in service recovery encounters. Journal of Services Marketing, 32(7), 835–849. https://doi.org/10.1108/JSM-07-2017-0237
Goh, E., & Kim, H. J. (2021). Emotional Intelligence as a Predictor of Academic Performance in Hospitality Higher Education. Journal of Hospitality & Tourism Education, 33(2), 140–146. https://doi.org/10.1080/10963758.2020.1791140
Górska-Warsewicz, H. (2022). Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review. International Journal of Environmental Research and Public Health, 19(15), 9026. https://doi.org/10.3390/ijerph19159026
Grubor, A., & Milovanov, O. (2017). Brand Strategies in the Era of Sustainability. Interdisciplinary Description of Complex Systems, 15(1), 78–88. https://doi.org/10.7906/indecs.15.1.6
Hall, H. (2003). Borrowed theory: Applying exchange theories in information science research. Library & Information Science Research, 25(3), 287–306. https://doi.org/10.1016/S0740-8188(03)00031-8
Hammerl, M., Dorner, F., Foscht, T., & Brandstätter, M. (2016). Attribution of symbolic brand meaning: The interplay of consumers, brands and reference groups. Journal of Consumer Marketing, 33(1), 32–40. https://doi.org/10.1108/JCM-12-2014-1243
Hogreve, J., Bilstein, N., & Hoerner, K. (2019). Service Recovery on Stage: Effects of Social Media Recovery on Virtually Present Others. Journal of Service Research, 22(4), 421–439. https://doi.org/10.1177/1094670519851871
Hsieh, M. H. (2002). Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study. Journal of International Marketing, 10(2), 46–67. https://doi.org/10.1509/jimk.10.2.46.19538
Huei, C. T., Mee, L. Y., & Chiek, A. N. (2014). A Study of Brand Image, Perceived Service Quality, Patient Satisfaction and Behavioral Intention among the Medical Tourists. GATR Global Journal of Business Social Sciences Review, 2(2), 32–43. https://doi.org/10.35609/gjbssr.2014.2.2 (4)
Industry Outlook 2020-2022: Private Hospital. (2020, September 2). Krungsri Research. https://www.krungsri.com/en/research/industry/industry-outlook/Services/Private-Hospitals/IO/io-Private-Hospitals
Jin, D., Nicely, A., Fan, A., & Adler, H. (2019). Joint effect of service recovery types and times on customer satisfaction in lodging. Journal of Hospitality and Tourism Management, 38, 149–158. https://doi.org/10.1016/j.jhtm.2019.01.005
Jr, S. L. S., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). THE EFFECT OF BRAND IMAGE ON OVERALL SATISFACTION AND LOYALTY INTENTION IN THE CONTEXT OF COLOR COSMETIC. Asian Academy of Management Journal, 12(1), 83–107.
Jung, N. Y., & Seock, Y.-K. (2017). Effect of service recovery on customers' perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites. Journal of Retailing and Consumer Services, 37, 23–30. https://doi.org/10.1016/j.jretconser.2017.01.012
Karaoglan Yilmaz, F. G., Yilmaz, R., & Erdogdu, F. (2023). The Relationship Between Nomophobia, Emotional Intelligence, Interpersonal Problem-Solving, Perceived Stress, and Self-esteem Among Undergraduate Students. Journal of Technology in Behavioral Science, 8(1), 27–35. https://doi.org/10.1007/s41347-022-00282-2
Kato, T. (2021). Synergistic effect of matching corporate and product brand images on purchase intentions: Comparing the importance of functional and emotional value. Journal of Brand Management, 28(6), 671–684. https://doi.org/10.1057/s41262-021-00250-w
Kato, T., & Tsuda, K. (2018). A Management Method of the Corporate Brand Image Based on Customers' Perception. Procedia Computer Science, 126, 1368–1377. https://doi.org/10.1016/j.procs.2018.08.088
Kau, A., & Wan‐Yiun Loh, E. (2006). The effects of service recovery on consumer satisfaction: A comparison between complainants and non‐complainants. Journal of Services Marketing, 20(2), 101–111.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L., & Aaker, A. D. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35–50.
Kim, H., So, K. K. F., & Mihalik, B. (2022). Disentangling the dynamics of service failure and service recovery in peer-to-peer accommodations: A triadic perspective. International Journal of Hospitality Management, 100, 103086. https://doi.org/10.1016/j.ijhm.2021.103086
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. https://doi.org/10.14254/2071-8330.2019/12-3/1
Kukah, A. S., Akomea-Frimpong, I., Jin, X., & Osei-Kyei, R. (2022). Emotional intelligence (EI) research in the construction industry: A review and future directions. Engineering, Construction and Architectural Management, 29(10), 4267–4286. https://doi.org/10.1108/ECAM-05-2021-0414
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12(4), 11–19. https://doi.org/10.1108/07363769510095270
Li, Y., Zhang, C., & Fang, S. (2022). Can beauty save service failures? The role of recovery employees' physical attractiveness in the tourism industry. Journal of Business Research, 141, 100–110. https://doi.org/10.1016/j.jbusres.2021.11.051
Liao, Y. K., Wu, C. Y., Truong, G. N. T., & Do, Y. T. (2022). The Roles of Service Recovery and Perceived Justice on Post-Recovery Satisfaction in M-Commerce. Sustainability, 14(22), 14838. https://doi.org/10.3390/su142214838
Liat, C. B., Mansori, S., Chuan, G. C., & Imrie, B. C. (2017). Hotel Service Recovery and Service Quality: Influences of Corporate Image and Generational Differences in the Relationship between Customer Satisfaction and Loyalty. Journal of Global Marketing, 30(1), 42–51. https://doi.org/10.1080/08911762.2016.1262932
Luong, D. B., Wu, K.-W., & Vo, T. H. G. (2021). Difficulty is a possibility: Turning service recovery into e-WOM. Journal of Services Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JSM-12-2019-0487
Maxham, J. G., & Netemeyer, R. G. (2002a). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239–252. https://doi.org/10.1016/S0022-4359(02)00100-8
Maxham, J. G., & Netemeyer, R. G. (2002b). A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing, 66(4), 57–71. https://doi.org/10.1509/jmkg.66.4.57.18512
Mayer, J. D., Salovey, P., Caruso, D. R., & Cherkasskiy, L. (1997). What is emotional intelligence—basic Books.
Mazhar, M., Hooi Ting, D., Zaib Abbasi, A., Nadeem, M. A., & Abbasi, H. A. (2022). Gauging customers' negative disconfirmation in online post-purchase behavior: The moderating role of service recovery. Cogent Business & Management, 9(1), 2072186. https://doi.org/10.1080/23311975.2022.2072186
Michel, S. (2001). Analyzing service failures and recoveries: A process approach. International Journal of Service Industry Management, 12(1), 20–33. https://doi.org/10.1108/09564230110382754
Migacz, S. J., Zou, S. (Sharon), & 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. https://doi.org/10.1177/0047287516684979
Monthalee Nooseisai, Wang, Y.-F., Prathurng Hongsranagon, & Murallitharan Munisamy. (2016). Medical Tourism within the Medical Hub Policy: Reviewing the Need of a Balanced Strategy for Health Inequality Reduction in a Thai Context. Journal of Health Research, 30, 6. https://doi.org/10.14456/JHR.2016.58
Mostafa, R. B., Lages, C. R., Shabbir, H. A., & Thwaites, D. (2015). Corporate Image: A Service Recovery Perspective. Journal of Service Research, 18(4), 468–483. https://doi.org/10.1177/1094670515584146
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. https://doi.org/10.1108/JSM-09-2012-0166
Nawi, N. B. C., Mamun, A. A., Hayat, N., & Mohiuddin, M. (2022). Sustainable Customer Retention: A Study on Social Media Marketing Activities, Brand Equity and Smartphone Purchase Intention among Generation Y. Vision: The Journal of Business Perspective, 097226292210967. https://doi.org/10.1177/09722629221096793
Nazifi, A., Roschk, H., Villarroel Ordenes, F., & Marder, B. (2022). Bad Intentions: Customers' Negative Reactions to Intentional Failures and Mitigating Conditions. Journal of Travel Research, 61(8), 1808–1827. https://doi.org/10.1177/00472875211044221
Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers' retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16(2), 52–65. https://doi.org/10.1108/02652329810206707
Nguyen, Q. N., Huynh, V. T., & Mai, V. N. (2021a). The relationships among service failure, service recovery, customer satisfaction and trust at international hospitals: A Case in Vietnam. Uncertain Supply Chain Management, 9(4), 887–896. https://doi.org/10.5267/j.uscm.2021.7.013
Nguyen, Q. N., Huynh, V. T., & Mai, V. N. (2021b). The relationships among service failure, service recovery, customer satisfaction and trust at international hospitals: A Case in Vietnam. Uncertain Supply Chain Management, 9(4), 887–896. https://doi.org/10.5267/j.uscm.2021.7.013
Nikbin, D., & Hyun, S. S. (2015). An empirical study of the role of failure severity in service recovery evaluation in the context of the airline industry. Review of Managerial Science, 9(4), 731–749. https://doi.org/10.1007/s11846-014-0135-7
Nikbin, D., Ismail, I., Marimuthu, M., & Jalalkamali, M. (2010). Perceived Justice in Service Recovery and Recovery Satisfaction: The Moderating Role of Corporate Image. International Journal of Marketing Studies, 2(2), p47. https://doi.org/10.5539/ijms.v2n2p47
Odoom, R., Agbemabiese, G. C., & Hinson, R. E. (2019). Service recovery satisfaction in offline and online experiences. Marketing Intelligence & Planning, 38(1), 1–14. https://doi.org/10.1108/MIP-09-2018-0422
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. 17, 460–469.
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
Romaniuk, J., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. (1)Thought Leadership in Brand Management(2)Health Marketing, 66(1), 67–72. https://doi.org/10.1016/j.jbusres.2011.07.024
Salciuviene, L., Ghauri, P. N., Mockaitis, A. I., & De Mattos, C. (2009). Brand image perceptions across cultures: A study of symbolic and functional associations. In R. R. Sinkovics & P. N. Ghauri (Eds.), Advances in International Marketing (Vol. 20, pp. 177–191). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020010
Schutte, N. S., Malouff, J. M., Hall, L. E., Haggerty, D. J., Cooper, J. T., Golden, C. J., & Dornheim, L. (1998). Development and validation of a measure of emotional intelligence. Personality and Individual Differences, 25(2), 167–177. https://doi.org/10.1016/S0191-8869(98)00001-4
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356–372. JSTOR. https://doi.org/10.2307/3152082
Sparks, B. A., & McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction in a services recovery setting. Journal of Business Research, 54(3), 209–218. https://doi.org/10.1016/S0148-2963(00)00120-X
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15–23. https://doi.org/10.1108/08876049510079853
Tang, X., Chang, E.-C., Huang, X., & Zhang, M. (2018). Timing and compensation strategies in service recovery. Journal of Services Marketing, 32(6), 755–766. https://doi.org/10.1108/JSM-04-2017-0126
Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2), 60–76. https://doi.org/10.1177/002224299806200205
Tih, S., & Lee, K. H. (2013). Perceptions and Predictors of Consumers' Purchase Intentions for Store Brands: Evidence from Malaysia. 32.
Van Vaerenbergh, Y., Varga, D., De Keyser, A., & Orsingher, C. (2019). The Service Recovery Journey: Conceptualization, Integration, and Directions for Future Research. Journal of Service Research, 22(2), 103–119. https://doi.org/10.1177/1094670518819852
Vázquez-Casielles, R., Suárez Álvarez, L., & Díaz Martín, A. M. (2010). Perceived justice of service recovery strategies: Impact on customer satisfaction and quality relationship. Psychology and Marketing, 27(5), 487–509. https://doi.org/10.1002/mar.20340
Walton, A., & Hume, M. (2012). Examining Public Hospital Service Failure: The Influence of Service Failure Type, Service Expectations, and Attribution on Consumer Response. Journal of Nonprofit & Public Sector Marketing, 24(3), 202–221. https://doi.org/10.1080/10495142.2012.705179
Wei, J., Hou, Z., & Zhou, X. (2021). Research on the Influence of Emotional Intelligence and Emotional Labor on the Service Recovery Effect of Online Travel Agency. Frontiers in Psychology, 12, 735756. https://doi.org/10.3389/fpsyg.2021.735756
Winardi, M. A., Prentice, C., & Weaven, S. (2022). Systematic literature review on emotional intelligence and conflict management. Journal of Global Scholars of Marketing Science, 32(3), 372–397. https://doi.org/10.1080/21639159.2020.1808847
Xu, X., Liu, J., & Gursoy, D. (2022). Emotional intelligence similarity in service recovery. Annals of Tourism Research, 96, 103465. https://doi.org/10.1016/j.annals.2022.103465
Yin, J., Ji, Y., & Ni, Y. (2022). Love me, love my dog: Does destination attractiveness not only mitigate tourists' anger and regret emotions but also prevent negative word of mouth? Current Issues in Tourism, 1–19. https://doi.org/10.1080/13683500.2022.2080647
You, Y., Yang, X., Wang, L., & Deng, X. (2020). When and Why Saying "Thank You" Is Better Than Saying "Sorry" in Redressing Service Failures: The Role of Self-Esteem. Journal of Marketing, 84(2), 133–150. https://doi.org/10.1177/0022242919889894
Zhu, T., & Park, S. K. (2022). Encouraging Brand Evangelism through Failure Attribution and Recovery Justice: The Moderating Role of Emotional Attachment. Frontiers in Psychology, 13, 877446. https://doi.org/10.3389/fpsyg.2022.877446
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright of Published Articles
Author(s) retain the article copyright and publishing rights without any restrictions.
All published work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
