Customer’s repurchase intensions following service recovery: A conceptual model

Abstract

An effective strategy of service recovery that prevents customer defection after service failure is a powerful managerial instrument. The values that a customer associates and considers with repurchasing after service recovery has changed due to globalization. Although service recovery has been identified as a key driver to retain the customers, yet the effectiveness of service recovery is unclear. The literature did not offer a comprehensive service recovery strategy that can be implemented universally. Owing to varying comments on the effectiveness of service recovery, its generalizability is questionable. Grudge produced in the response of service failure that cannot be compensated with financial transactions. This study will check whether service recovery has any impact on customer’s repurchase intentions when customer has grudges and available substitutes. The findings of this research will help the managers and practitioners to allocate their resources in a proper way. Furthermore, this study will help to understand money or extrinsic compensation is not everything. Therefore, there will be some consideration beyond the materialist compensation. It will open up new avenues for researchers to view service recovery strategies with a different angle.

Reparation for Service Failure Through Service Recovery: An Assessment of Consumer Behaviour in an Online Shopping Context

“…This implies that service failure in any aspect of online shopping produces a negative spillover effect which further affects other aspects of the transaction (Tan et al, 2016). The negative effect of this spillover adversely affects the webstores since customers may be reluctant to repurchase from that webstore due to a bad experience (Mazhar & Ting, 2021;Tan et al, 2016). Customers who have experienced service failure have had their expectations or requests not met by the service provider (Hsu, 2014).…”