Exploring the Effect of Service Recovery Strategy on Internet Consumers’ Satisfaction and Word-of-Mouth

Abstract

While more and more consumers are shopping on the Internet, the consumers can easily change their mind and switch to other online shops if they encounter service failure (i.e., inappropriate packing). However, if the service failures can be recovered successfully, the customers will be retained. Thus, the objective of the current study was to use the laboratory experiment to examine the customers’ satisfaction and positive word-of-mouth spread intention after the online retailers adopt different service recovery strategies when the participants experienced service failure.
The current study selects the most common service failure type (packaging problem) and three types of service recovery strategies (correction, replacement and unsatisfactory correction) respectively as experimental conditions. Five-point Likert scale anchored from 1=‘’extremely disagree’’ to 5=‘’extremely agree’’ was used to measure participants’ responses on satisfaction and word-of-mouth intention. 75 subjects voluntarily participated in the experiment, with 25 respondents in each experimental condition. The experimental results suggested that three types of service recovery strategy resulted in significantly different responses in satisfaction (F(72, 2)=65.907, p



Author Information
Fei-Fei Cheng, National Chung Hsing University, Taiwan
Yi-Ling Fu, National Chung Hsing University, Taiwan

Paper Information
Conference: ACP2014
Stream: Psychology

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