Paper ID

1853

Paper Type

short

Description

A large number of service firms support email-based customer-firm interactions, yet their email-based service recovery efforts remain under-researched. In addressing this issue, we investigate the effectiveness of post-service failure apology emails by treating offending firm (i.e., sender) and aggrieved customer (i.e., recipient) personalization as varying in degree. Based on an experimental design using a hypothetical service scenario, we find that sender personalization and customer personalization in the apology email interact to affect customer-perceived distributive justice and key customer recovery outcomes. We discuss the implications of our findings for IS research and management.

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Effectiveness of post-service failure email-based recovery efforts: some experimental evidence

A large number of service firms support email-based customer-firm interactions, yet their email-based service recovery efforts remain under-researched. In addressing this issue, we investigate the effectiveness of post-service failure apology emails by treating offending firm (i.e., sender) and aggrieved customer (i.e., recipient) personalization as varying in degree. Based on an experimental design using a hypothetical service scenario, we find that sender personalization and customer personalization in the apology email interact to affect customer-perceived distributive justice and key customer recovery outcomes. We discuss the implications of our findings for IS research and management.