Clothing Brand Incident Handling Decisions on Consumer Behavior from the Perspective of Service Recovery

Abstract

In clothing brand service failure scenarios, with the improvement of information dissemination efficiency and the enhancement of consumer perception ability, the choice of event handling timing and service recovery methods by enterprises has gradually become an important factor influencing consumer response and sales conversion. Based on the service recovery theory and the customer forgiveness theory, this paper focuses on the matching mechanism of recovery timing and recovery methods and systematically explores the influence path of consumers' perception of enterprise support, forgiveness willingness, subsequent repurchase willingness and positive word-of-mouth communication willingness. The study used a combination of situational experiments and questionnaires to measure and analyze the relevant variables by constructing control scenarios of different timings and different remedies. The results show that there is a significant interaction between remedies and the timing of handling, and a reasonable match can effectively enhance consumers' perception of support and forgiveness for enterprises, and further promote repurchase behavior and positive word-of-mouth. The study concluded that the timing of remediation plays a key moderating role in service remediation decisions and is an important strategic variable for apparel brands to achieve relationship repair and sales recovery.