SHS Web Conf.
Volume 124, 2021International Conference on Management, Social Sciences & Humanities (ICMeSH 2020)
|Number of page(s)||9|
|Section||Innovative Marketing and Consumerism & Business and Economy for Sustainable Future|
|Published online||15 November 2021|
Customer’s repurchase intensions following service recovery: A conceptual model
Department of Management and Humanities, Universiti Teknologi PETRONAS, 32610 Malaysia
* Corresponding author: email@example.com
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.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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