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Aminah Swarnawati
Universitas Muhammadiyah Jakarta
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Journal : Journal of Consumer Science

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The Power of Branding on Reviving Ride-Hailing’s Customer Recovery after Service Failure Priyono, Wahyu Joko; Swarnawati, Aminah
Journal of Consumer Sciences Vol. 9 No. 3 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.3.286-314

Abstract

Ride-hailing services are important part of urban transportation in Indonesia in Indonesia. While they provide convenience and flexibility to millions of customers, service failures are inevitable and can significantly impact customer satisfaction and retention. Therefore, effective recovery strategies are essential. This study examined the impact of brand image and passion on affective commitment and brand equity, which in turn affect service recovery satisfaction and repatronage intentions in Jakarta. It focuses on the emotional and psychological mechanisms that drive service recovery satisfaction and repatronage intentions, in contrast to previous studies that primarily focused on general consumer behavior. Using a quantitative survey research design, data was collected through face-to-face interviews using a structured questionnaire administered to 103 respondents selected via convenience sampling. The Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique was employed due to its capacity to effectively manage complex models with smaller samples. It is suitable for the exploratory nature of this study. The findings indicate that brand image positively affects affective commitment and brand equity. Brand passion strongly influences both affective commitment and brand equity. Affective commitment significantly impacts recovery satisfaction and repatronage intentions, while brand equity also predicts both outcomes. These results highlight the importance of strategic branding and affective commitment in the service recovery process and provide important insights for improving customer retention strategies in the competitive ride-hailing sector. Despite the findings, this study has several limitations. Its focus on Gojek customers in Indonesia, the cross-sectional design, and omission of moderating factors may limit the generalizability and depth of the findings. These suggest the need for more diverse samples, longitudinal studies, and the inclusion of additional constructs in future research. The study not only contributes to the theoretical framework of consumer-brand relationships but also provides practical implications for brand managers aiming to enhance customer repatronage intention through effective recovery efforts.
Co-Authors Abd. Gani, Ahmad Yani Achmad Shidqi Pratama Buana Firdaus Adawiyah, Sa'diyah El Adhara Putri Prasanty Agatha, Sheilla Claudy Agil Ghifari Radya Aziz Agung Priyo Sembodo Agus Hermanto Ahmad Thufail Alya Salsabilla Amiruddin Saleh Annisa Az-Zahra Rahmawati Aqil Aulia Wafda Amin Arif Satria Ati Kusmawati Basita Ginting Bulan Khairati Wilti Bustanul Mubarok Cahyo Wibowo Dahlia Nauly Dea Zhafira Widya Ningsih Dhiyyaul Hagi Diah Andika Sari Disa Prihantini Kusuma Dzulfikar Mahmud Eka Indri Widarti Elly Suryani Endriatmo Soetarto Eti Sri Nurhayati Eti Sri Nurhayati Fachri Septian Fadh Fawaz Fauzalia, Dian Ferdi Ferdi Harmonis Helfi Gustia Hendra Hidayat Inasa Ori Sativa Indriyani Idris Intan Ikhtiarti Wilti Intan Ikhtiarti Wilti Irfan Naufal El Hassan Istisari Bulan Lageni jamiah, muhimin KN, Jamiati Lilik Sumarni Lisa Anggraini M Ridha Makroen Sanjaya Muhammad Reza Pahlevi Muldani, Trisno Nadzira Mauldiansyah Nani Nurani Muksin Nurhayati, Eti Sri Oktaviana Purnamasari Oktaviana Purnamasari Oktaviana Purnamasari Paulina Ipa Kromen Betan Poetut Ariyotejo Pamungkas Priyono, Wahyu Joko Rahma Ismianti Rahman Djalun Renaldo Aswansyah Putera Renaldo Aswansyah Putera Ridwan Noor Riandi Robby Milana Rosdiana Rosdiana Rosmi, Fitria Saiful Amir Salma Laila Qodriyah Samidi Samidi Sami’an Sami’an Sembodo, Agung Priyo Sinta Purnama Sari, Sinta Purnama Siska Yuningsih Sri Rejeki Sulistiyowati Srildayanti, Novita Taofik Hidayat Tengku Faisal Topan Perkasa Hamudya Tria Patrianti Trisno Muldani Umbara, Asep Rahman Velda Ardia Wardatul Jannah Wilti, Intan Ikhtiarti Yarnis, Yarnis Yusuf, Alfiyah Syadza Zahra Khoerunnisa Zulfikar Ali Husen Zulfikar Ali Husen