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Article

Open Access

Contextual Influences: Online Service Failure and Recovery Strategies

Author(s)

Fehmi Azemi, Wilson Ozuem, Yllka Azemi

Full-Text PDF Download XML 4791 Views

DOI:10.17265/1537-1506/2015.08.002

Affiliation(s)

Fehmi Azemi, Ph.D. candidate, Rima Engineering, Pristina, Kosovo.
Wilson Ozuem, Ph.D., associate professor in digital marketing, Regent’s University, London, UK.
Yllka Azemi, Ph.D. candidate, Cardiff Metropolitan University, Cardiff, UK.

ABSTRACT

In recent years, service failure and recovery strategies have generated considerable interest among both researchers and marketers. The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a context-specific development of recovery programmes and strategies suitable for developing countries.

KEYWORDS

online service failure, recovery strategy, recovery expectations, customer satisfaction, post-recovery behaviour, failure-recovery process

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