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2021 | OriginalPaper | Chapter

11. Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content

Authors : Samuel Ayertey, Silvia Ranfagni, Sebastian Okafor

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

Publisher: Springer International Publishing

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Abstract

The growth of user-generated content (UGC) within fashion brands’ online platforms has increased consumers’ awareness of service failure and impacted their level of involvement and attitude towards recovery strategies. However, a limited number of studies have explored the value and antecedents of UGC on service failure and recovery strategies in the fashion industry. The aim of the chapter is to explore the online behaviour of fashion customers in relation to UGC and their attitudes towards a firm’s response after a negative service experience, considering a range of recovery strategies that can be adopted. The chapter concludes with a discussion on the resulting managerial implications and solutions, and draws some conclusions for both marketing professionals and academics.
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Metadata
Title
Online Service Failure and Recovery Strategies: Examining the Influences of User-Generated Content
Authors
Samuel Ayertey
Silvia Ranfagni
Sebastian Okafor
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_11