Determinants of customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: the difficulties of transition

Ozuem, Wilson, Ranfagni, Silvia, Willis, Michelle, Howell, Kerry and Rovai, Serena (2022) Determinants of customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: the difficulties of transition. In: 2022 AMA Winter Academic Conference, 18-20 February 2022, Las Vegas, NV, US. (Unpublished)

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Abstract

While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid-19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers’ responses to service failure during a crisis we asked 70 millennials from three European Countries – Italy, France and the UK – to describe their responses to service failure during the Covid-19 pandemic (30 completed a 4-week diary and 40 completed a 4-week qualitative survey). Drawing on phenomenological, constructivist and hermeneutical approaches, and utilising an actor–network theory perspective, the current study proposes a new framework for understanding customers’ responses to online service failure and recovery strategies during Covid-19 pandemic. Conclusions highlight implications for theory, policy and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.

Item Type: Conference or Workshop Item (Paper)
Departments: Departments > Institute of Business, Industry and Leadership > Business
Depositing User: Insight Administrator
Date Deposited: 14 Jul 2022 10:48
Last Modified: 14 Jul 2022 10:48
URI: https://insight.cumbria.ac.uk/id/eprint/6497

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