Service recovery satisfaction in offline and online experiences

Abstract

Purpose

Given that the peculiar nature of the internet has introduced new dimensions of service delivery as well as new dimensions of service failures and recovery, the purpose of this paper is to investigate and compare the relationships between recovery strategies and recovery satisfaction within offline and online settings.

Design/methodology/approach

Data for the empirical tests of our hypotheses were collected via offline and online (specifically Facebook and Twitter) samples of customers who have experienced some form of service failure and recovery measures from service providers within the past year.

Findings

The results indicate that recovery strategies largely influence recovery satisfaction among aggrieved customers. However, these are conditional and not invariant across the two settings. In the authors’ offline setting, in particular, apology did not show a statistically significant impact on recovery satisfaction, even though, along with compensation and explanation, this relationship was significant among the online sample.

Originality/value

The study offers practical implications for service managers within emerging economies on the various conditions where they can maximise their service recovery efforts (both offline and online) to generate optimum recovery satisfaction.

Citation

Odoom, R., Agbemabiese, G.C. and Hinson, R.E. (2020), "Service recovery satisfaction in offline and online experiences", Marketing Intelligence & Planning, Vol. 38 No. 1, pp. 1-14. https://doi.org/10.1108/MIP-09-2018-0422