Service failure is defined as a disruption in the core service processes and it negatively affects customer attitude and behavioral intention. The topic therefor has attracted the attention of researchers in the last several decades. However, while the majority of failures during e-retail process takes place at the ‘product delivery phase’, little attention has been paid towards investigating how e-retailers can effectively recover from service failure encounters during the delivery phase. Seeking to address this gap, the present study draws on cognitive dissonance theory to propose a conceptual model for examining the determinants of effective recovery from service failure encounters during the delivery phase. To test the model, a scenario-based experiment is currently undergo. In this short research-in-progress paper, we share some preliminary, yet useful, results from a proportion of the experiment that is so far completed.



When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.