Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective

Ozuem, Wilson, Ranfagni, Silvia, Willis, Michelle, Rovai, Serena and Howell, Kerry (2021) Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective. Psychology & Marketing, 38 (9). pp. 1440-1459. ISSN 0742-6046

[img]
Preview
Text (Final published version)
mar.21527 (1).pdf - Published Version
Available under License Creative Commons Attribution Non-commercial 4.0.

Download (1MB) | Preview
[img]
Preview
Text (Advance online version)
mar.21527.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial 4.0.

Download (1MB) | Preview
Official URL: https://doi.org/10.1002/mar.21527

Abstract

While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid‐19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure during a crisis we asked 70 millennials from three European Countries—Italy, France, and the UK—to describe their responses to service failure during the Covid‐19 pandemic (30 completed a 4‐week diary and 40 completed a 4‐week qualitative survey). Drawing on phenomenological, constructivist, and hermeneutical approaches, and utilizing an actor–network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the Covid‐19 pandemic. Conclusions highlight implications for theory, policy, and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.

Item Type: Article
Uncontrolled Keywords: constructivist perspective, Covid‐19 pandemic, crisis, millennials, recovery strategy, service failure
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 21 Jun 2021 14:43
Last Modified: 09 Aug 2021 07:46
URI: http://nrl.northumbria.ac.uk/id/eprint/46506

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics