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Online service failure: antecedents, moderators and consequences

Mohd Adil (Department of Management Studies, National Institute of Technology Hamirpur, Hamirpur, India)
Mohd Sadiq (Department of Marketing, University of Otago, Dunedin, New Zealand)
Charles Jebarajakirthy (Department of Marketing, Griffith Business School, Griffith University, Gold Coast Campus, Southport, Australia)
Haroon Iqbal Maseeh (Department of Marketing, Griffith Business School, Griffith University, Gold Coast Campus, Southport, Australia)
Deepak Sangroya (Jindal Global Business School, OP Jindal Global University, Sonipat, India)
Kumkum Bharti (Department of Marketing, Indian Institute of Management Kashipur, Kashipur, India)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 19 October 2022

Issue publication date: 3 November 2022




The purpose of this study is to present a systematic review of the online service failure (OSF) literature and conduct an exhaustive analysis of academic research on this emerging research area.


The current study has adopted a structured systematic literature review approach to synthesize and assess the OSF literature. Further, the study uses the Theory-Context-Characteristics-Methodology (TCCM) framework to propose future research directions in the OSF domain.


This systematic review shows that OSF research is still developing and remains mainly incoherent. Further, the study develops a conceptual framework integrating the frequently reported antecedents, mediators, moderator and consequences in the extant literature. This review also synthesizes the theoretical perspectives adopted for this domain.

Research limitations/implications

The study followed specific inclusion and exclusion criteria to shortlist articles. Further, articles published only in the English language were considered. Hence, the findings of this review cannot be generalized to all OSF literature.

Practical implications

This systematic review has classified antecedents into customers' and service providers' roles which will enable online service providers to understand all sets of factors driving OSF. It also synthesizes and presents service recovery strategies and emphasizes the role of online customer support to fix OSF.


The OSF literature is still developing and remains highly incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the OSF literature to study its development over time and proposes a framework which provides a comprehensive understanding of OSF.



Adil, M., Sadiq, M., Jebarajakirthy, C., Maseeh, H.I., Sangroya, D. and Bharti, K. (2022), "Online service failure: antecedents, moderators and consequences", Journal of Service Theory and Practice, Vol. 32 No. 6, pp. 797-842.



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