Recent advances in information technology have given rise to a progressively networked society where customers are offered a multitude of media options to interact with other consumers and brands. Such increasingly networked ecosystems are also changing the way in which retail services are produced and delivered. As virtual interactivity grows, the probability of online service failures also increases. Consequently, online service recovery is of growing scholarly and practical interest. By adopting a Service-Dominant (S-D) logic lens, this chapter centers on the idea of consumer engagement leveraging to recover from online service failure. That is, we foster insight into consumer engagement’s deployment as a strategic tool to overcome online service recovery issues and ensure the continuation of desired consumer-brand relationships post such failures. Our analyses highlight consumer engagement’s role in driving consumer information sharing and consumer-perceived interactional justice, which in turn contribute to online service recovery. We conclude by addressing key implications that arise from our analyses.
Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek
Linda D. Hollebeek, Jamid Ul Islam, Keith Macky, Takashi Taguchi, Carolyn Costley and Dale Smith
While the consumer engagement (CE) concept is well-documented, little remains known regarding how consumers with differing personality traits engage with brands. This chapter establishes a conceptual linkage between consumers’ Big Five personality traits and their engagement with brands, thereby exploring personality-based CE. Based on an in-depth review, we first conceptualize personality-based engagement styles, which are consumers’ personality trait-driven disposition to think, feel, act, and relate to others in a certain characteristic manner in their brand interactions. Next, we develop a set of research propositions that highlight personality trait-based differences in consumer engagement styles. We conclude with an overview of key theoretical and managerial implications arising from this research.