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The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective

The purpose of this study is to investigate the incidence of service failure in rendering service process during COVID-19. It further explores the outcomes of service recovery offered to customers in case of service failure. Like other businesses, webstores have also faced the challenges in their ef...

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Autores principales: Mazhar, Muhammad, Ting, Ding Hooi, Hussain, Ali, Nadeem, Muhammad Aamir, Ali, Muhammad Asghar, Tariq, Umaima
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8847687/
https://www.ncbi.nlm.nih.gov/pubmed/35185687
http://dx.doi.org/10.3389/fpsyg.2021.786603
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author Mazhar, Muhammad
Ting, Ding Hooi
Hussain, Ali
Nadeem, Muhammad Aamir
Ali, Muhammad Asghar
Tariq, Umaima
author_facet Mazhar, Muhammad
Ting, Ding Hooi
Hussain, Ali
Nadeem, Muhammad Aamir
Ali, Muhammad Asghar
Tariq, Umaima
author_sort Mazhar, Muhammad
collection PubMed
description The purpose of this study is to investigate the incidence of service failure in rendering service process during COVID-19. It further explores the outcomes of service recovery offered to customers in case of service failure. Like other businesses, webstores have also faced the challenges in their efforts to satisfy their customers during COVID-19. Service failure has increased due to unexpected circumstances produced by this pandemic. It has become necessary for the webstores to retain their dissatisfied customers by reconsidering their service strategies. Relevant data for the purpose of this study were collected through questionnaires from 383 respondents by using online channels. The online channels were exclusively employed for maintaining the safety of respondents during COVID-19. Respondents for this study were online shoppers who encountered service failure during COVID-19. The results indicated that the incidence of service failure has increased due to an increase in online shopping during COVID-19. Some customers tend to repurchase from the same webstore. On the other hand, some customers do not want to purchase again from the same seller and decided to switch to the alternative webstore. Based on the findings, new strategy for online shopping service providers was introduced. This strategy will be helpful for the online service providers to increase their profitability by retaining their dissatisfied customers. Service providers can minimize the number of customers switching to other webstores by reducing the events of service failure. Customer’s assistive intent can also be helpful for service providers to increase the efficiency of service recovery. Conducting a proper follow-up after providing service recovery can also reduce the switching of customer. It will be helpful for service providers to understand the customers’ expectations before recovery process and their feeling after getting service recovery.
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spelling pubmed-88476872022-02-17 The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective Mazhar, Muhammad Ting, Ding Hooi Hussain, Ali Nadeem, Muhammad Aamir Ali, Muhammad Asghar Tariq, Umaima Front Psychol Psychology The purpose of this study is to investigate the incidence of service failure in rendering service process during COVID-19. It further explores the outcomes of service recovery offered to customers in case of service failure. Like other businesses, webstores have also faced the challenges in their efforts to satisfy their customers during COVID-19. Service failure has increased due to unexpected circumstances produced by this pandemic. It has become necessary for the webstores to retain their dissatisfied customers by reconsidering their service strategies. Relevant data for the purpose of this study were collected through questionnaires from 383 respondents by using online channels. The online channels were exclusively employed for maintaining the safety of respondents during COVID-19. Respondents for this study were online shoppers who encountered service failure during COVID-19. The results indicated that the incidence of service failure has increased due to an increase in online shopping during COVID-19. Some customers tend to repurchase from the same webstore. On the other hand, some customers do not want to purchase again from the same seller and decided to switch to the alternative webstore. Based on the findings, new strategy for online shopping service providers was introduced. This strategy will be helpful for the online service providers to increase their profitability by retaining their dissatisfied customers. Service providers can minimize the number of customers switching to other webstores by reducing the events of service failure. Customer’s assistive intent can also be helpful for service providers to increase the efficiency of service recovery. Conducting a proper follow-up after providing service recovery can also reduce the switching of customer. It will be helpful for service providers to understand the customers’ expectations before recovery process and their feeling after getting service recovery. Frontiers Media S.A. 2022-02-02 /pmc/articles/PMC8847687/ /pubmed/35185687 http://dx.doi.org/10.3389/fpsyg.2021.786603 Text en Copyright © 2022 Mazhar, Ting, Hussain, Nadeem, Ali and Tariq. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Mazhar, Muhammad
Ting, Ding Hooi
Hussain, Ali
Nadeem, Muhammad Aamir
Ali, Muhammad Asghar
Tariq, Umaima
The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective
title The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective
title_full The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective
title_fullStr The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective
title_full_unstemmed The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective
title_short The Role of Service Recovery in Post-purchase Consumer Behavior During COVID-19: A Malaysian Perspective
title_sort role of service recovery in post-purchase consumer behavior during covid-19: a malaysian perspective
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8847687/
https://www.ncbi.nlm.nih.gov/pubmed/35185687
http://dx.doi.org/10.3389/fpsyg.2021.786603
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