The effect of employees' politeness strategy and customer membership on customers' perception of co-recovery and online post-recovery satisfaction

Yu Zhang, Yafen Yuan, Jiafu Su and Yan Xiao

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: Customer participation is crucial for online service providers to gain and maintain competitive advantages through service recovery. Focusing on the interactive nature of customer participation, this study explored the relationships among employees' politeness strategies, customer membership, perceived co-recovery, and online post-recovery satisfaction. We found that perceived co-recovery was significant for online post-recovery satisfaction. Compared to non-members costumers, members' perceived co-recovery was more positive. Finally, member customers preferred employees to adopt positive politeness strategies, whereas non-member customers preferred negative ones. This study provides valuable suggestions for online service providers to improve online recovery performance.

Keywords: Politeness strategy; Customer membership; Perceived co-recovery; Online recovery (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003064

DOI: 10.1016/j.jretconser.2021.102740

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