Tell us your concern,and we shall together address! Role of service booking channels and brand equity on post-failure outcomes |
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| Affiliation: | 1. School of Management Studies, Cochin University of Science and Technology, Kochi, Kerala, India;2. Indian Institute of Management Kozhikode, IIMK Campus P.O., Kozhikode, Kerala, India 673 570;3. University of Puerto Rico Graduate School of Business, San Juan, PR, USA;4. Distinguished Scholar, Indian Institute of Management (IIM-K), Kerala, India;1. School of Management, Xi’an Jiaotong University, No. 28, Xianning West Road, Xi’an 710049, Shanxi, China;2. Business School of Hubei University, Wuhan 430062, China;3. School of Management, Huazhong University of Science and Technology, Wuhan 430074, China;4. Business School, Henan University, Kaifeng, China;5. Hubei Center for Studies of Human Capital Development Strategy and Policy, Wuhan 430062, China;6. Key Research Base of Humanities and Social Science of Hubei Province, Wuhan 430062, China;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin, China;2. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;1. Northern Illinois University, NIU College of Business, 740 Garden Road DeKalb, IL 60115, USA;2. Louisiana State University, 2219 Business Education Complex South, 501 South Quad Drive, Baton Rouge, LA 70803, USA;3. University of Pavia, Via San Felice 5, 27100 Pavia, PV, Italy;4. Ming Chuan University, 5 De Ming Road, Gui Shan District, Taoyuan County 333, Taiwan;1. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 N. Shaw Lane, East Lansing, MI 48825, USA;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, USA;3. Dedman School of Hospitality, Florida State University, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, USA |
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| Abstract: | The extant literature on service failure and recovery has overlooked the post-service failure evaluations when customers interact through different online service booking channels, such as direct websites (Direct) and online travel agents (OTAs). In this study, following the attribution theory and the expectation disconfirmation framework, we analyse the impact of service failure across service booking channels (direct vs. OTA) and its influence on post-service failure outcomes. Besides this, the study also examines the moderating roles of co-created service recovery and brand equity between channel type and post-recovery outcomes. A between-subjects experimental design revealed that when a service failure occurs in a direct (vs. OTA) website, it creates adverse outcomes of higher magnitude. The results also suggest that, in the case of a direct channel, co-created service recovery generates favourable service outcomes when the channel carries low brand equity. However, in the case of an OTA, the use of co-created service recovery works better when that OTA carries high level of brand equity. Further, the results also supported that these post-recovery outcomes are driven by recovery satisfaction and channel engagement. Thus, this study findings offer novel insights into online service recovery literature and managerial practice, primarily for efficient design and execution of recovery efforts across channels. |
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| Keywords: | Hospitality services Service recovery Direct booking OTA Co-creation Engagement Brand equity |
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