Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: an actor–network theory perspective

Ozuem, Wilson ORCID logoORCID: https://orcid.org/0000-0002-0337-1419, Ranfagni, Silvia ORCID logoORCID: https://orcid.org/0000-0002-1546-3070, Willis, Michelle, Rovai, Serena and Howell, Kerry (2021) Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: an actor–network theory perspective. Psychology and Marketing, 38 (9). pp. 1440-1459.

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Official URL: https://doi.org/10.1002/mar.21527

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 utilizing an actor–network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the 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: Article
Journal / Publication Title: Psychology and Marketing
Publisher: Wiley
ISSN: 1520-6793
Departments: Institute of Business, Industry and Leadership > Business
Additional Information: This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial License, which permits use, distribution and reproduction inany medium, provided the original work is properly cited and is not used for commercial purposes.
Depositing User: Insight Administrator
SWORD Depositor: Insight Administrator
Date Deposited: 21 Jun 2021 13:47
Last Modified: 22 Aug 2022 10:30
URI: https://insight.cumbria.ac.uk/id/eprint/6143

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