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Customer-Brand Interactions and Service Failure Recovery

In: Digital Transformation for Fashion and Luxury Brands

Author

Listed:
  • Samuel Ayertey

    (Arden University)

  • Sebastian Okafor

    (University of Cumbria)

Abstract

The internet has altered customer–brand interactions and service delivery. Online service failures are inevitable, but social media provides opportunities for efficient service recovery. In light of the lack of research on the drivers of customer satisfaction among luxury fashion customers, this chapter focuses on customer satisfaction in relation to luxury fashion brand customers and explores the motivations and barriers to satisfaction following a negative service experience. The chapter considers the range of recovery strategies that can be adopted and provides managerial and marketing insights for fashion and luxury managers seeking to improve customer satisfaction using various strategies.

Suggested Citation

  • Samuel Ayertey & Sebastian Okafor, 2024. "Customer-Brand Interactions and Service Failure Recovery," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Michelle Willis (ed.), Digital Transformation for Fashion and Luxury Brands, chapter 15, pages 313-338, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-35589-9_15
    DOI: 10.1007/978-3-031-35589-9_15
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