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Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective

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

Author

Listed:
  • Silvia Ranfagni

    (University of Florence)

  • Wilson Ozuem

    (University of Cumbria)

Abstract

Today, consumers have real power: they describe their brand experiences on social media. They are a source of electronic word of mouth (eWOM) that can influence other consumers and have an impact on their brand choices. EWOM is often produced when consumers experience an online service failure. Providers have to manage this with adequate recovery strategies. The value that fashion providers are able to create for consumers depends more and more on how they handle service failure situations. This chapter explore the relationship between UGC, as a basis of eWOM, and service failure and recovery strategies filtered through the brand. The analysis is carried out from a theoretical point of view and offers insights into the fashion industry.

Suggested Citation

  • Silvia Ranfagni & Wilson Ozuem, 2021. "Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 397-422, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_16
    DOI: 10.1007/978-3-030-70324-0_16
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