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Barriers to service recovery in B2B markets: a TISM approach in the context of IT-based services

Ashwin J. Baliga (Department of Management Studies, Indian Institute of Technology Madras, Chennai, India)
Vaibhav Chawla (Department of Management Studies, Indian Institute of Technology Madras, Chennai, India)
Vijaya Sunder M. (Operations Management, Indian School of Business, Hyderabad, India)
Rajesh Kumar (Department of Management Studies, Indian Institute of Technology Madras, Chennai, India and Digital Business and Marketing, Jagdish Sheth School of Management (Previously IFIM Business School), Bengaluru, India)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 11 January 2021

Issue publication date: 13 August 2021

910

Abstract

Purpose

To address service failure issues, scholars have recognized several service recovery (SR) mechanisms. However, there exist many barriers that retard an effective SR process, and those often lead to negative consequences. Although this is a generic problem applicable across markets, it becomes critical in B2B markets, as they deal with high impact and corporate customers. The purpose of this paper is to identify these SR barriers in B2B markets and explore their linkages toward identifying the key driving barriers.

Design/methodology/approach

A four-phased methodology to address this call in the IT services industry was used. First, the identification phase led to the selection of 27 barriers based on literature. Second, in the prioritization phase, 12 salient barriers were prioritized with the help of an expert panel. Third, in the modelling phase, the total interpretive structural modelling (TISM) technique was used to examine the mutual influences among these barriers toward modelling their linkages using a digraph. Finally, in the classification phase, these barriers were graphically plotted and classified into four quadrants based on their dependence and driving powers by using Matriced Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) analysis.

Findings

Two strategic barriers, namely, technology obsolescence and poor top management commitment, presented the strongest challenges against effective SR, as they were least dependent on other barriers and exerted strong influence over the operational barriers to executing SR.

Practical implications

Because the strategic level barriers, exerting strong influence against effective SR, arise from the strategic choices of board and the C-suite, this paper helps them anticipate the recovery-related after effects of their choices, thus helping them in making better decisions.

Originality/value

This paper contributes to research as it is first of its kind to explore and link SR barriers in B2B markets.

Keywords

Citation

Baliga, A.J., Chawla, V., Sunder M., V. and Kumar, R. (2021), "Barriers to service recovery in B2B markets: a TISM approach in the context of IT-based services", Journal of Business & Industrial Marketing, Vol. 36 No. 8, pp. 1452-1473. https://doi.org/10.1108/JBIM-02-2020-0112

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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