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An exploration into the practice of online service failure and recovery strategies in the Balkans

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  • Azemi, Yllka
  • Ozuem, Wilson
  • Howell, Kerry E.
  • Lancaster, Geoff

Abstract

To help managers better balance online service failures and recovery strategies, organisations are increasingly offering a variety of recovery programmes. Anecdotal reports suggest that organisations are experimenting with various recovery strategies, and particularly transitioning offline recovery strategies into the emerging technological tapestries. Drawing on data collected from two Balkan countries (Kosovo and Albania) with varying service failures, recovery strategies and levels of participation in online environments, this study examines how interactions between the customer and provider impact on recovery strategies. Unlike existing studies regarding online service failure and recovery strategies, we argue that rather than examining the subconscious of the customer as a stand-alone explanation for failure-recovery perceptions, interactions with the provider must also be taken into account. The current study extends the related construct of failure-recovery perceptions and it suggests that service failure generates different recovery strategies based on the contextual social world.

Suggested Citation

  • Azemi, Yllka & Ozuem, Wilson & Howell, Kerry E. & Lancaster, Geoff, 2019. "An exploration into the practice of online service failure and recovery strategies in the Balkans," Journal of Business Research, Elsevier, vol. 94(C), pages 420-431.
    • Handle: RePEc:eee:jbrese:v:94:y:2019:i:c:p:420-431
    DOI: 10.1016/j.jbusres.2018.08.035
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    14. Ciunova-Shuleska, Anita & Palamidovska-Sterjadovska, Nikolina & Prodanova, Jana, 2022. "What drives m-banking clients to continue using m-banking services?," Journal of Business Research, Elsevier, vol. 139(C), pages 731-739.
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    16. Luiz Antonio Joia & Rodrigo Proença, 2022. "The social representation of fintech from the perspective of traditional financial sector professionals: evidence from Brazil," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-27, December.
    17. Muhammad Mazhar & Muhammad Amir Nadeem & Haider Ali Abbasi & Umaima Tariq & Amin Jan & Rao Abdul Hannan Jaffar, 2022. "Reparation for Service Failure Through Service Recovery: An Assessment of Consumer Behaviour in an Online Shopping Context," Business Management and Strategy, Macrothink Institute, vol. 13(1), pages 64-87, June.
    18. Novkovska, Blagica & Dumicic, Ksenija, 2019. "Ordering Goods And Services Online In South East European Countries: Comparison By Cluster Analysis," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 10(2), pages 163-173.

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