Adoption of Interactive Role of Spiritual Support of Service Provider Between Brand Association and Perceived Benevolence in Handling Customer’s Complaints through Mediating Role: Service Engagement
DOI:
https://doi.org/10.31150/ajebm.v5i10.1610Keywords:
Spiritual Support, Service Provider, Brand, Perceived Benevolence, Handling Customer’s Complaints & Service EngagementAbstract
The study Purpose to measure adoption of the interactive role of spiritual support of the service provider between brand association and perceived benevolence in handling customer’s complaints through the mediating role for service engagement?, Depending on literatures that focused on the importance of the brand and the customer’s benevolence towards the studied companies, Therefore, the study focused on a survey, a sample of the customers of the 3 tour companies operating in Iraq (Ahbab Abu Al Qasim Company, Al-Hateem Company, and Al-Awasheer Company) was surveyed in (367) questionnaire forms valid for analysis, and the results showed that the brand association is linked to service engagement, but the perceived benevolence is weakly associated with the service engagement of the service provider, and therefore, the spiritual support of the service provider works on adjusting the relationship between brand association, benevolence and service engagement. Moreover, the interactive role of spiritual support of the service provider works on enhancing the influence of benevolence on handling customer complaints which contributes in balancing and enhancing the impact of the service provider's interactive role between brand association and perceived benevolence to handle customer’s complaints through the mediating role of service engagement.
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