Contextual Influences: Online Service Failure and Recovery Strategies

In recent years, service failure and recovery strategies have generated considerable interest among both researchers and marketers. The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a context-specific development of recovery programmes and strategies suitable for developing countries

Towards an intersectional understanding of online service failure and recovery strategies

The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach, and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a contextspecific development of recovery programmes and strategies suitable for developing countrie

Contextual Influences: Online Service Failure and Recovery Strategies

In recent years, service failure and recovery strategies have generated considerable interest among both researchers and marketers. The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a context-specific development of recovery programmes and strategies suitable for developing countries

Online service failure: understanding the building blocks of effective recovery strategy

Digital media literature suggests that social media has eased the process of conceptualizing the customer, inclusive of their perception of fairness in the recovery provision. This is because individuals in social media reveal personal information and engage in online conversation and online communities. However, the inherited risk in social media such as the rapid spread of online negative word-of-mouth and the ease of switching behavior to other online providers no longer permits superficial understanding of customers' perception of failure-recovery experiences. Drawing on extant conceptual theories, the current chapter examines online failure and recovery strategies and argues that effective recovery strategies not only enhance the development of marketing communication programs but act as an effective tool for customer retention

Online service failure: understanding the building blocks of effective recovery strategy

Digital media literature suggests that social media has eased the process of conceptualizing the customer, inclusive of their perception of fairness in the recovery provision. This is because individuals in social media reveal personal information and engage in online conversation and online communities. However, the inherited risk in social media such as the rapid spread of online negative word-of-mouth and the ease of switching behavior to other online providers no longer permits superficial understanding of customers' perception of failure-recovery experiences. Drawing on extant conceptual theories, the current chapter examines online failure and recovery strategies and argues that effective recovery strategies not only enhance the development of marketing communication programs but act as an effective tool for customer retention

Towards an intersectional understanding of online service failure and recovery strategies

The Internet environment has transformed the concepts of service failure and recovery strategies from a dyadic customer-provider focus into a multidimensional web quality scope. In traditional encounters, the research spectrum of service failure and recovery strategies is very much developed from a customer service approach, and the responsibility of recovery has been traditionally assumed to be something that is assigned to the marketer. Studies pay little or no attention to the multidimensional nature of service failures contingent to recovery strategies in developing countries. To date, empirical studies have focused on service failures and recovery strategies in developed countries. This paper aims to provide some insights on the need for a contextspecific development of recovery programmes and strategies suitable for developing countrie

Challenges of Tuition fee’s decision: Private Universities case in Kosovo

This study assesses Challenges that Private Universities in Kosovo face when employing tuition fee strategies. Data are collected on May - June 2012 through in-depth interview and questioners with supervisors and students of three Private Universities in Kosovo. As of low purchasing power of students and overall economic crises in Kosovo, students are very sensitive to pricing strategies employed and according to fee they evaluate before and after -enrollment assessment. Students’ academic expectations are much higher relative to their low tuition requirements. In transition economies, employing tuition strategies that satisfy both Universities and students is a challenge for higher educational institutions

Negative word of mouth and recovery strategies in online brand communities: a commitment-trust theory perspective

Online brand communities are important avenues for interaction between brands and customers. In situations when customers spread negative word of mouth (nWOM) in the community, brands should utilize recovery strategies that address the nWOM and lead to customer satisfaction. Existing literature on online brand communities provides limited insight into optimal recovery strategies and nWOM in online communities. Based on studies of online brand communities and recovery strategies, and utilizing commitment-trust theory, the present study explores customer engagement in online nWOM in online brand communities. The present study reveals three groups of members of online brand communities, namely passive & persistent, recurrent & recurrent, and persistent & passive customers. Each group has different levels of engagement in nWOM and recovery strategy expectations. The study proposes two mediators of customers’ recovery strategy expectations: (1) customers’ engagement with a brand, and trust in and commitment to the brand; and (2) customers’ engagement with community members, and trust in and commitment to community members

Service failure and recovery strategies in the Balkans: an exploratory study

Purpose: Despite scholarly effort to understand customers’ recovery evaluation, little progress is evident in deciphering how customers develop online failure/recovery perception. This paper addresses this issue. Design/methodology/approach: Social constructivism was the epistemic choice for this study. This approach is holistic and offers a comprehensive understanding of each side of the phenomena. This provided social scientific descriptions of people and their cultural bases and built on, and articulated what was implicit in interpretations of their views. Findings: Online banking customer groups were identified as: exigent customers, solutionist customers and impulsive customers. Customers’ position in each group determined failure perception, recovery expectation and evaluation, and post-recovery behaviour. Comparisons were observed and discussed in relation to Albania and Kosovo. It was suggested that banks should expand their presence in social media platforms and offer a means to manage online customer communication and spread of online WOM. Research limitations/implications: For exigent customers, the failure/recovery responsibility is embedded within the provider. This explains their high sensitivity and criteria to define a failure. Practical implications: Online banking customers’ request of a satisfactory recovery experience included: customer notifications, customer behaviour, customer determination, and the mediator of request. Providers should examine customer failure/recovery experiences in cooperation with other banks which should lead to a higher order understanding of customer withdrawal and disengagement activities. Originality/value: This is the first empirical study on online service failure and recovery strategy to provide information on customers’ unique preferences and expectations in the recovery process. Online customers are organised into a threefold customer typology, and explanation for the providers’ role in the online customer failure-recovery perception construct is presented

Digital Marketing Strategies for Fashion and Luxury Brands

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands presents the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products