Online consumer dissatisfaction, perceived solution effectiveness and the service recovery paradox

Abstract

This study investigates service failure situations and their effect on coping behavior and emotions, moreover, inquire into service recovery paradox. This study has three main purposes: (i) to place relationship of service failure situations with emotions and solution effectiveness, also its effect on coping behavior (ii) to examine if there is a relationship of coping behavior with emotions and solution effectiveness (iii) to investigate whether there is a service recovery paradox based on company response to customer complaint. The study uses a combination of qualitative and quantitative methodologies. Expert opinion technique is used to construct service failure situations scale with 22 items and survey is used as main data collection method. The results are limited by the fact that the data are entirely self-reported. Moreover, the generalizability of the results is limited by Turkey. This study provides a comprehensive conceptual understanding of coping behavior and emotions that results in service failure situations; dissatisfaction induced emotions have a partial relationship with coping behavior and dissatisfaction situations induced perceived risk. Dissatisfaction induced perceived risk has no significant relationship with coping behavior, but coping behavior has a partial relationship with solution effectiveness. Solution effectiveness has three dimensions and it is found that process excellence and compensation have a positive effect on service recovery paradox. All analyses are explained in more detail in Chapter 5.