Title: Electronic service recovery strategies and satisfaction with electronic service recovery: moderating role of value co-creation

Authors: Farzaneh Ghorbani Moghadam; Amir Mohammad Fakoor Saghih

Addresses: Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Iran ' Department of Management, Faculty of Economic and Administrative Sciences, Ferdowsi University of Mashhad, Iran

Abstract: Despite efforts made by organisations for the provision of high-quality services, service failure (SF) is still considered a serious challenge in most organisations. In previous studies, there has been less interest in factors affecting the behaviour and satisfaction of customers with e-service recovery. To fill the existing research gap, this study investigates the effect of e-service recovery strategies on customer satisfaction with service recovery. It also aims to show how value co-creation adjusts customer perceptions of justice towards online service recovery and restores customer satisfaction. The hypotheses were tested using structural equation modelling with the help of SMART PLS. To this end, a questionnaire including 25 items was distributed among Alpha Bank customers selected by stratified random sampling (560 questionnaires were finally analysed). According to the results, ESR strategies improved customer-perceived justice and eventually customer satisfaction with service recovery (SR). The moderating role of value co-creation was rejected in Alpha Bank.

Keywords: electronic service recovery strategies; customer satisfaction with ESR; perceived justice; value co-creation.

DOI: 10.1504/IJEMR.2023.127285

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.1, pp.1 - 22

Received: 09 Mar 2021
Accepted: 31 May 2021
Published online: 30 Nov 2022 *