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2021 | OriginalPaper | Chapter

16. Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective

Authors : Silvia Ranfagni, Wilson Ozuem

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

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Abstract

Today, consumers have real power: they describe their brand experiences on social media. They are a source of electronic word of mouth (eWOM) that can influence other consumers and have an impact on their brand choices. EWOM is often produced when consumers experience an online service failure. Providers have to manage this with adequate recovery strategies. The value that fashion providers are able to create for consumers depends more and more on how they handle service failure situations. This chapter explore the relationship between UGC, as a basis of eWOM, and service failure and recovery strategies filtered through the brand. The analysis is carried out from a theoretical point of view and offers insights into the fashion industry.
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Metadata
Title
Leveraging EWOM on Service Failure Recovery Strategy: An Insight into the Brand Perspective
Authors
Silvia Ranfagni
Wilson Ozuem
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_16