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ISSN:2325-6192 (print)
ISSN:2325-6206 (online)
Journal of Environmental Accounting and Management
António Mendes Lopes (editor), Jiazhong Zhang(editor)
António Mendes Lopes (editor)

University of Porto, Portugal

Email: aml@fe.up.pt

Jiazhong Zhang (editor)

School of Energy and Power Engineering, Xi'an Jiaotong University, Xi'an, Shaanxi Province 710049, China

Fax: +86 29 82668723 Email: jzzhang@mail.xjtu.edu.cn

Examining the Effect of Emotion to the Online Shopping Stores’ Service Recovery: A Meta-Analysis

Journal of Environmental Accounting and Management 6(1) (2018) 59--70 | DOI:10.5890/JEAM.2018.03.005

Huan Minh Nguyen$^{1}$, Hieu Le Minh$^{2}$

$^{1}$ Faculty of Social Sciences & Humanities, Ton Duc Thang University, No.19 Nguyen Huu Tho Str., Tan Phong Ward, Dist. 7, Ho Chi Minh City, Vietnam

$^{2}$ Faculty of Business Administration, Ton Duc Thang University, No.19 Nguyen Huu Tho Str., Tan Phong Ward, Dist. 7, Ho Chi Minh City, Vietnam

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Abstract

Based on attachment theory, this study aims to highlight the potential impact of customer’s emotional attachment in the context of online stores’ service recovery. Analyses of the data onto China, the findings indicate that once consumers have the emotional bond with a brand, the effect is much stronger than trust and service recovery fairness. It provides an insight to that online marketer should focus on the emotional attachment building and draw up the marketing strategy based on the connection, affection, passion, to create mutual memories for establishing the bond of emotion between online shopping stores and consumers.

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