Abstract
Service recovery has been found to play a significant role in customer satisfaction and customer loyalty intentions in the online context. Many studies have been conducted on how to manage recovery strategies after a service failures and how it impacts online customers' loyalty. Using the findings from several scientific articles, course literature and textbooks, this study presents the following purpose: to compare service recovery in physical stores with service recovery in e-commerce businesses.
The research identifies how electronic commerce businesses work with their websites and customer service as a tool for service recovery, compared to traditional stores.
The findings show similarities between the two types of service recovery, as well as several differences. Online customers experience different types of service failure relative to traditional retail settings. The studies also expose that the quality of service recovery has a high impact on the customers' behavioral attitudes. A company's responsiveness to requests and complaints may have a positive or a negative influence on the customer's e-loyalty.
