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Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content

In: The Art of Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Samuel Ayertey

    (University of Plymouth)

  • Silvia Ranfagni

    (University of Florence)

  • Sebastian Okafor

    (University of Cumbria)

Abstract

The growth of user-generated content (UGC) within fashion brands’ online platforms has increased consumers’ awareness of service failure and impacted their level of involvement and attitude towards recovery strategies. However, a limited number of studies have explored the value and antecedents of UGC on service failure and recovery strategies in the fashion industry. The aim of the chapter is to explore the online behaviour of fashion customers in relation to UGC and their attitudes towards a firm’s response after a negative service experience, considering a range of recovery strategies that can be adopted. The chapter concludes with a discussion on the resulting managerial implications and solutions, and draws some conclusions for both marketing professionals and academics.

Suggested Citation

  • Samuel Ayertey & Silvia Ranfagni & Sebastian Okafor, 2021. "Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 243-271, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_11
    DOI: 10.1007/978-3-030-70324-0_11
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