Managing social media recovery: The important role of service recovery transparency in retaining customers

Andreawan Honora, Wen-Hai Chih and Kai-Yu Wang

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

Abstract: This research examines the influence of service recovery transparency on customer forgiveness to retain customers in the context of service recovery via social media. We propose that customer forgiveness mediates the effect of service recovery transparency on switchover intentions. We further posit that the effect of service recovery transparency on customer forgiveness is moderated by two additional recovery strategies, i.e., apology and explanation. The results of two studies, i.e., a survey and a scenario-based experiment, show that service recovery transparency acts to elicit customer forgiveness, which subsequently negatively affects switchover intentions. Furthermore, both apology and explanation moderate the effect of service recovery transparency on customer forgiveness. The positive effect of service recovery transparency on customer forgiveness is attenuated when an apology/explanation is absent.

Keywords: Service recovery transparency; Customer forgiveness; Apology; Explanation; Social media (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003805

DOI: 10.1016/j.jretconser.2021.102814

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