خلاصة:
Present article focuses on service failure and recovery in the
online shops in Iran. The article investigates interaction between service
failure and online shops readiness for service recovery and resulting impact
on customer reaction. The data was collected by an e-questionnaire from 615
Iranian online shoppers. The findings suggest, although many online shops
are severely breaching few fundamental business principles, defection is not
happening as vast as in other similar studies. Furthermore, winning the
customers back via service recovery seems to be depended rather on the
process than the outcome of service recovery, which is very similar to the
findings of another study in Chinese environment. Discussion of the findings
suggests the researchers and managers to be conscious of the possible impact
of the culture and environment on customer’s responses to service failure
and service recovery states.
ملخص الجهاز:
The article investigates interaction between service failure and online shops readiness for service recovery and resulting impact on customer reaction.
The article investigates interaction between service failure and online shops readiness for service recovery and resulting impact on customer reaction.
The article investigates interaction between service failure and online shops readiness for service recovery and resulting impact on customer reaction.
Discussion of the findings suggests the researchers and managers to be conscious of the possible impact of the culture and environment on customer's responses to service failure and service recovery states.
Discussion of the findings suggests the researchers and managers to be conscious of the possible impact of the culture and environment on customer's responses to service failure and service recovery states.
A research on the state of service failure and recovery in Iranian e-shops is of much importance, since the Internet usage in Iran is still young and is growing rapidly.
Especially an attempt is made to describe the frequency of service failure occurrence and recovery performance of the online shops and the impact of each on the customer's reactions and to compare the reaction with that of the similar studies.
The questionnaire consisted of four main parts: Demographic information, Internet usage patterns, online shopping profile, and finally service failure-recovery experiences and subsequent reactions.
Next, all the customers with different experiences from service failure- recovery were asked for WOM (Word Of Mouth) and repurchase intentions in the future, which are measured on a 5 and 3 point scale.