An exploration of consumers' response to online service recovery initiatives
Wilson Ozuem
University of Gloucester/Regent's University London
Amisha Patel
The Lister Hospital
Kerry E. Howell
Plymouth University
Geoff Lancaster
London School of Commerce
Introduction
The broader institutional contexts in which we exist have been immersed in a societal transformation over the past two decades (Hoffman et al. 2003; Ringberg et al. 2007). Organisations have become absorbed in a process of negotiating choices among a diversity of options under conditions of intensified globalisation.
The literature on service failure and recovery suggests that firms seek to identify...