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PurposeDiscrimination in the marketplace has recently received increasing attention in marketing discussions, especially related to service encounters. This research explores the effect of receiving lower (vs higher) financial compensation than someone perceived to be from an upper social class (vs lower) on consumer reactions after a service recovery situation.Design/methodology/approachTwo experimental studies with two different populations.FindingsIndividuals who receive less compensation than someone from a higher socioeconomic status tend to attribute differential treatment to discrimination. Both individuals who received less and who received higher compensation are willing to engage in negative word of mouth, however, only consumers who were discriminated against want to take revenge on the company.Originality/valuePrevious literature indicates that consumers' reactions after service problems are mediated by justice perceptions. This research offers a new perspective of social comparison in service recovery situations by considering the role of discrimination perceptions.

Purpose E-commerce has experienced huge growth in emerging countries, but analysis of service failure/recovery for online retailers has been limited in this context. Hence, this study aims to investigate customers’ reactions to service failures in e-commerce and the influence of cultural dimensions on complaint intentions. Design/methodology/approach A survey was conducted with 553 customers from Brazil, India and China. A model was proposed and tested using structural equation modeling. Findings Results indicate that satisfaction with service recovery (SSR) increases repurchase intentions and reduces third-party complaints and negative word-of-mouth. This study also shows that the reactions of consumers to service failures in online situations are influenced by their cultural orientation (i.e. individualism, uncertainty avoidance and power distance) and contingent factors (i.e. relationship level, switching costs and the severity of the failure). Originality/value This study shows that the extent to which consumers from emerging countries complain after a service failure in online purchases will depend on their cultural orientation, previous experiences with the retailer, switching costs and the severity of the failure.

Simão, S. A. V., Rohden, S. F., & Pinto, D. C. (2022). Natural claims and sustainability: The role of perceived efficacy and sensorial expectations. Sustainable Production and Consumption, 34(November), 505-517. https://doi.org/10.1016/j.spc.2022.09.026 --- Funding: This work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project - UIDB/04152/2020 - Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS. Natural claims have been increasingly used by brands across a variety of product categories to address the growing concerns about sustainable and healthy consumption. To add insights to this body of knowledge, this research aims to investigate the influence of natural claims on consumers' judgments and purchase intentions of personal care products. Findings from two studies suggest that natural claims are broadly used in personal care product packaging to influence consumers' purchase intentions, due to the natural-is-better bias and the health halos evoked by such claims. This research also contributes to the literature by investigating the underlying mechanisms of perceived efficacy, safety, sensorial expectations, and greenwashing perceptions. Moreover, environmental consciousness moderates the effects of natural claims on consumers' judgments of perceived efficacy. The findings thus not only enhance our understanding of the natural-is-better bias but also shed light on the role played by perceived safety and sensorial expectations on intentions to purchase natural-claimed products. Relevant implications for brands and policymakers in terms of sustainable consumption are also discussed. publishersversion published

Purpose: This research aims to explore how the maintenance of customers’ relations with service providers during the Covid-19 pandemic affects customers’ well-being and repurchase intentions for the post-pandemic period. Originality/value: This paper uses empirical data collected during the Covid-19 pandemic to shed light on how individuals can improve their well-being during stressful life events through service provisions and how businesses can increase chances of recovery after stressful situations such as a pandemic. Design/methodology/approach: Data were collected during the pandemic with Brazilian consumers. Structural equations models (SEM) techniques were used. Findings: Results show that the stronger the customer’s trust in the service provider before the stressful event, the higher the maintenance of the provider’s relationship during this period. More importantly, this relationship maintenance with the service provider during the Covid-19 pandemic (even when the service is not being provided as previously agreed, e.g., online yoga classes) improved the individual’s satisfaction with life and health (i.e., well-being). These positive effects on well-being are explained by perceptions of control and the feeling of helping the service provider during a crisis (i.e., a pandemic). Furthermore, maintaining the relationship with the service provider during this period increased customers’ future repurchase intentions with the business. Resumo Objetivo: O propósito desta pesquisa é explorar como a manutenção do relacionamento com prestadores de serviço durante a pandemia da Covid-19 afeta o bem-estar do consumidor e sua intenção de compra no período pós-pandemia. Originalidade/valor: Este artigo usa dados empíricos coletados durante a pandemia de Covid-19, para compreender como indivíduos podem melhorar seu bem-estar durante eventos estressantes por meio do uso de serviços e também como empresas podem aumentar suas possibilidades de recuperação durante essa situação. Design/metodologia/abordagem: Dados foram coletados através de questionário no Brasil durante o período intermediário da pandemia de Covid-19. Para executar a análise, foram feitas modelagens de equações estruturais. Resultados: Resultados mostram que quanto mais forte era a confiança no prestador de serviço antes do período estressante, maior será a manutenção do relacionamento com ele durante esse período. A manutenção do relacionamento entre consumidor e prestador de serviços durante a pandemia de Covid-19 melhora a satisfação com a vida e a saúde (i.e., bem-estar) do indivíduo (mesmo quando o serviço não é prestado da forma combinada previamente, e.g., aulas on-line de yoga). Os efeitos positivos no bem-estar são explicados por uma maior percepção de controle e sensação de estar ajudando o prestador de serviço durante um período de crise. Adicionalmente, a manutenção do relacionamento com o prestador de serviços durante esse período aumenta a intenção de recompra futura (i.e., após a pandemia) do consumidor junto a esse prestador de serviços.

Purpose: This research aims to explore how the maintenance of customers’ relations with service providers during the Covid-19 pandemic affects customers’ well-being and repurchase intentions for the post-pandemic period. Originality/value: This paper uses empirical data collected during the Covid-19 pandemic to shed light on how individuals can improve their well-being during stressful life events through service provisions and how businesses can increase chances of recovery after stressful situations such as a pandemic. Design/methodology/approach: Data were collected during the pandemic with Brazilian consumers. Structural equations models (SEM) techniques were used. Findings: Results show that the stronger the customer’s trust in the service provider before the stressful event, the higher the maintenance of the provider’s relationship during this period. More importantly, this relationship maintenance with the service provider during the Covid-19 pandemic (even when the service is not being provided as previously agreed, e.g., online yoga classes) improved the individual’s satisfaction with life and health (i.e., well-being). These positive effects on well-being are explained by perceptions of control and the feeling of helping the service provider during a crisis (i.e., a pandemic). Furthermore, maintaining the relationship with the service provider during this period increased customers’ future repurchase intentions with the business.