ABSTRACT
This study examines the moderating effect of recovery speed for understanding the impact of co-recovery on the three dimensions of customer-brand engagement (CBE). Further, it investigates the subsequent effect of customer-brand engagement on electronic word-of-mouth (e-WoM). An experiment was designed to collect data from 240 food delivery app users in India to achieve this goal. The multivariate analysis of variance and hierarchical regression analysis supported the hypotheses under investigation. The results provide empirical evidence that co-recovery positively influences cognitive, affective, and behavioral dimensions of customer-brand engagement. Recovery speed significantly influences the relationship between co-recovery and the dimensions of customer-brand engagement. The study also found that affective engagement strongly predicted electronic word-of-mouth. The behavioral engagement was the weakest yet considered a significant predictor of electronic word-of-mouth. The study also offers valuable managerial insights for building a long-term customer engagement with the brand. When a delay is unavoidable, a firm can offer an alternative way (app-based gaming) to engage its customers.
Disclosure statement
No potential conflict of interest was reported by the author(s).