Managing online service recovery: procedures, justice and customer satisfaction

Abstract

Purpose

The internet has changed the way services are delivered and has created new forms of customer-firm interactions. Whilst online service failures remain inevitable, the internet offers opportunities for delivering efficient service recovery through the online channel. Notwithstanding, research evidence on how firms can deliver online service recovery remains scarce. The purpose of this paper is to investigate the impact of two online service recovery strategies – online information and technology-mediated communication – on customer satisfaction, switching and word of mouth intentions.

Design/methodology/approach

A scenario-based experiment is employed. Data are analysed using partial least squares structural equation modelling.

Findings

Online information and technology-mediated interactions can be used as online service recovery strategies. When fair, online service recovery can restore customer satisfaction, lower switching and enhance positive word of mouth. Interactional justice delivered through technology-mediated communication is a strong predictor of satisfaction with online service recovery. Yet, customers in subscription services show greater expectations of online service recovery than those in non-subscription services.

Research limitations/implications

Further research could examine the impact of online service recovery on relational constructs, such as trust. Since customers participate in the online recovery process, future research could investigate the role of customers as co-creators of online service recovery.

Practical implications

Service managers should design online recovery strategies that meet customer need for interactional justice, for example, bespoke e-mails, and virtual chat communications with genuine customer care.

Originality/value

Online information and technology-mediated communication function as online service recovery strategies. Customer perceptions of justice towards online service recovery restore satisfaction, and encourage loyal behaviour.

Citation

Singh, J. and Crisafulli, B. (2016), "Managing online service recovery: procedures, justice and customer satisfaction", Journal of Service Theory and Practice, Vol. 26 No. 6, pp. 764-787. https://doi.org/10.1108/JSTP-01-2015-0013