[ABSTRAK
Pemulihan yang efektif pada kegagalan layanan, telah dikenal sebagai carastrategis yang penting bagi peritel online karena pesatnya pertumbuhan di sektorbisnis online. Studi ini meneliti tentang respon pelanggan terhadap kegiatanpemulihan layanan dari peritel online setelah terjadinya kegagalan layanan. Selainitu studi ini juga mengeksplorasi efek utama dan efek interaksi dari dimensikeadilan pada pemulihan layanan (keadilan distributif, keadilan prosedural,keadilan interaksional) terhadap kepuasan pada pemulihan, keinginan membelikembali, WOM positif dan negatif. Berdasarkan teori keadilan.Dengan melaksanakan scenario-based experiment, hasil dari penelitian inimenunjukkan bahwa keadilan distributif, keadilan prosedural dan keadilaninteraksional memliki pengaruh positif yang signifikan terhadap kepuasan padapemulihan, keinginan membeli kembali dan WOM positif. Diantara ketigadimensi keadilan pada pemulihan layanan hanya keadilan distributif dan keadilaninteraksional yang memiliki pengaruh positif yang signifikan terhadap WOMnegatif.Temuan dari penelitian ini akan membantu peritel online dalammengembangkan strategi untuk mencegah kegagalan layanan dan meningkatkankepuasan pelanggan, keinginan membeli kembali, WOM positif serta menurunkanWOM negatif. Studi ini memberikan konttribusi bagi pemahaman responpelanggan terhadap pemulihan layanan peritel online setelah terjadinya kegagalanlayanan dan memberikan pemahaman yang berharga bagi para peritel onlineuntuk mengembangkan kebijakan dan prosedur pemulihan layanan yang efektif.
ABSTRACT
Effective service failure recovery has been recognized as an importantstrategic tool for online retailer due to the dramatic growth of the online retailsector. This study investigate consumer responses to online retailer?s servicerecovery remedies following a service failure and explores the main andinteraction effects of the various dimensions of service recovery justice (i.e.distributive justice, procedural justice and interactional justice) on recoverysatisfaction, repurchase intention, positive word-of-mouth and negative word-ofmouthbased on the justice theory.By conducting a scenario-based experiment, the result show thatdistributive justice, procedural justice and interactional justice have a significantpositive influence on recovery satisfaction, repurchase intention and positiveWOM. Among the three dimensions of service recovery justice, only distributivejustice and interactional justice has a significant negative influence on negativeWOM. Additionally, interaction between distributive and procedural justice isfound to significantly influence negative WOM.The findings will allow online retailers to develop more effectivestrategies for preventing service failure to improve customer satisfaction,repurchase intention, positive WOM and decreasing negative WOM. This studycontributes to the understanding of consumer responses to online retailer?s servicerecovery after a service failure and provide valuable insight for online retailers todevelop effective service recovery policies and procedures;Effective service failure recovery has been recognized as an importantstrategic tool for online retailer due to the dramatic growth of the online retailsector. This study investigate consumer responses to online retailer?s servicerecovery remedies following a service failure and explores the main andinteraction effects of the various dimensions of service recovery justice (i.e.distributive justice, procedural justice and interactional justice) on recoverysatisfaction, repurchase intention, positive word-of-mouth and negative word-ofmouthbased on the justice theory.By conducting a scenario-based experiment, the result show thatdistributive justice, procedural justice and interactional justice have a significantpositive influence on recovery satisfaction, repurchase intention and positiveWOM. Among the three dimensions of service recovery justice, only distributivejustice and interactional justice has a significant negative influence on negativeWOM. Additionally, interaction between distributive and procedural justice isfound to significantly influence negative WOM.The findings will allow online retailers to develop more effectivestrategies for preventing service failure to improve customer satisfaction,repurchase intention, positive WOM and decreasing negative WOM. This studycontributes to the understanding of consumer responses to online retailer?s servicerecovery after a service failure and provide valuable insight for online retailers todevelop effective service recovery policies and procedures, Effective service failure recovery has been recognized as an importantstrategic tool for online retailer due to the dramatic growth of the online retailsector. This study investigate consumer responses to online retailer?s servicerecovery remedies following a service failure and explores the main andinteraction effects of the various dimensions of service recovery justice (i.e.distributive justice, procedural justice and interactional justice) on recoverysatisfaction, repurchase intention, positive word-of-mouth and negative word-ofmouthbased on the justice theory.By conducting a scenario-based experiment, the result show thatdistributive justice, procedural justice and interactional justice have a significantpositive influence on recovery satisfaction, repurchase intention and positiveWOM. Among the three dimensions of service recovery justice, only distributivejustice and interactional justice has a significant negative influence on negativeWOM. Additionally, interaction between distributive and procedural justice isfound to significantly influence negative WOM.The findings will allow online retailers to develop more effectivestrategies for preventing service failure to improve customer satisfaction,repurchase intention, positive WOM and decreasing negative WOM. This studycontributes to the understanding of consumer responses to online retailer?s servicerecovery after a service failure and provide valuable insight for online retailers todevelop effective service recovery policies and procedures] |
T42517-Ira Iriyanty.pdf :: Unduh