The role of communication channel in delivering service recovery in online shopping environment

Abstract

This study aims to investigate the effects the communication channels, which deliver service recovery on consumer satisfaction, word-of-mouth and loyalty intention, mediated through perceived quality of service recovery. In addition, this study examines the effect of service failure severity on perceived quality of service recovery. The results reveal that the type of communication channel has no significant effect on perceived quality of service recovery, whereas service recovery quality significantly affects consumer satisfaction and behavioural intentions. In addition, customers’ perceived severity of service failure significantly influences the quality of service recovery. The findings provide a considerable clue for managers to reduce expenditure and improve the effectiveness of service recovery activities, enabling companies to focus on the apology message rather than the communication channels. Furthermore, service providers should find a way to assess the degree of customers’ perception of service failure severity to enhance the quality of service recovery activities.