ANALYZING SERVICE FAILURES WHEN SHOPPING FOR SUPPLEMENTS ONLINE AMONG COLLEGE STUDENTS

Abstract

This article analyses customer dissatisfaction and service recovery methods in purchasing sports nutrition and supplements online. The data were collected using an online survey in which 155 students from eight Central and Eastern European (CEE) countries participated. The study analyzed the data using the Mann-Whitney U test and the chi-square test. There was a positive relationship between online retailers’ response to a service failure and customer loyalty. More than 41% of respondents felt more loyal to the online retailer after successfully dealing with a service failure. In addition, about 60% of respondents were willing to buy again and recommend the online retailer to other consumers.