Online Service Failure and Recovery Strategies in Luxury Brands: A View From Justice Theory
作者： Wilson Ozuem , Yllka Azemi
DOI: 10.4018/978-1-5225-2697-1.CH005
关键词:
摘要: Digital environment no longer permits marketers' self-isolated practices into offline business contours. A tighter relationship of the provider-customer is even more evident in luxury brands, where rather than quality product, perceived experience (i.e., emotion) drives purchasing decision and plays mediating role to customer satisfaction. The risk that online does not permit development such subsequently failure awakening would increase recovery be an unmanageable issue, seems keep brands skeptical environment. While other industries are already taking inclusive advantage multidimensional features inherited medium, situated very initial stage familiarizing with digital media. Subsequently, phenomena lack theoretical explanation, particularly context recovery. current chapter discusses service strategy aiming bring conceptual insight it.
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