Online Service Failure and Recovery Strategies in Luxury Brands: A View From Justice Theory

Ozuem, Wilson and Azemi, Yllka (2017) Online Service Failure and Recovery Strategies in Luxury Brands: A View From Justice Theory. In: Digital Marketing Strategies for Fashion and Luxury Brands. IGI Global, Hershey, pp. 108-125. ISBN 9781522526971

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Abstract

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 the quality of the product, the perceived experience (i.e., emotion) drives the purchasing decision and plays the mediating role to customer satisfaction. The risk that online environment does not permit development of such experience subsequently that failure awakening would increase and recovery would be an unmanageable issue, seems to keep luxury brands skeptical of online environment. While other industries are already taking inclusive advantage of multidimensional features inherited in the online medium, luxury brands are situated in the very initial stage of familiarizing with digital media. Subsequently, the phenomena lack theoretical explanation, particularly in context to failure and recovery. The current chapter discusses service failure and recovery strategy in luxury brands, aiming to bring conceptual insight to it.

Item Type: Book Section
Additional Information: DOI: 10.4018/978-1-5225-2697-1.ch005 Chapter 5
Uncontrolled Keywords: Marketing; Fashion; Luxury brands
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Phil Davis
Date Deposited: 06 Dec 2017 12:58
Last Modified: 06 Dec 2017 12:58
URI: http://eprints.glos.ac.uk/id/eprint/5206

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