Skip to main content
SpringerLink
Log in

Customer-Brand Interactions and Service Failure Recovery

  • Chapter
  • First Online:
Digital Transformation for Fashion and Luxury Brands

  • 166 Accesses

Abstract

The internet has altered customer–brand interactions and service delivery. Online service failures are inevitable, but social media provides opportunities for efficient service recovery. In light of the lack of research on the drivers of customer satisfaction among luxury fashion customers, this chapter focuses on customer satisfaction in relation to luxury fashion brand customers and explores the motivations and barriers to satisfaction following a negative service experience. The chapter considers the range of recovery strategies that can be adopted and provides managerial and marketing insights for fashion and luxury managers seeking to improve customer satisfaction using various strategies.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 149.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 199.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Ayeh, J. K., Au, N., & Law, R. (2016). Investigating cross-national heterogeneity in the adoption of online hotel reviews. International Journal of Hospitality Management, 55, 142–153.

    Article  Google Scholar 

  • Ayertey, S., & Howell, K. (2019). Service failure and recovery strategy in computer-mediated marketing environments (CMMEs). In W. Ozuem & G. Bowen (Eds.), Leveraging computer-mediated marketing environments (pp. 173–192). IGI Global.

    Chapter  Google Scholar 

  • Ayertey, S., Ranfagni, S., & Okafor, S. (2021). Online service failure and recovery strategies: Examining the influences of user-generated content. In The art of digital marketing for fashion and luxury brands (pp. 243–271). Palgrave Macmillan.

    Google Scholar 

  • Azemi, Y., Ozuem, W., & Lancaster, G. (2019). Service failure and recovery strategies in the Balkans: An exploratory study. Qualitative Market Research: An International Journal, 22(3), 472–496.

    Article  Google Scholar 

  • Bagherzadeh, R., Rawal, M., Wei, S., & Torres, J. L. S. (2020). The journey from customer participation in service failure to co-creation in service recovery. Journal of Retailing and Consumer Services, 54, 102058.

    Article  Google Scholar 

  • Bain & Company. (2020). Luxury after Covid-19: Changed for (the) good? [Online]. Retrieved August 24, 2022, from https://www.bain.com/insights/luxury-after-coronavirus/

  • Balaji, M. S., Jha, S., Sengupta, A. S., & Krishnan, B. C. (2018). Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery. Journal of Business Research, 86, 109–118.

    Article  Google Scholar 

  • Ban, H. J., & Kim, H. S. (2019). Understanding customer experience and satisfaction through airline passengers’ online review. Sustainability, 11(15), 4066.

    Article  Google Scholar 

  • Barron, L. (2021). The return of the celebrity fashion muse: Brand endorsement, creative inspiration and celebrity-influenced design communication. Fashion Theory, 25(6), 757–776.

    Article  Google Scholar 

  • Brogi, S., Calabrese, A., Campisi, D., Capece, G., Costa, R., & Di Pillo, F. (2013). The effects of online brand communities on brand equity in the luxury fashion industry. International Journal of Engineering Business Management, 5, 32.

    Article  Google Scholar 

  • Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing (5th ed.). Routledge.

    Book  Google Scholar 

  • Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354.

    Article  Google Scholar 

  • Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491–504.

    Article  Google Scholar 

  • Cox, T. A. (2018). How social media is transforming PR and the consumer-business relationship [Online]. Retrieved September 9, 2022, from https://clutch.co/pr-firms/resources/how-social-media-transforming-pr-consumer-business-relationship

  • DeAcetis, J. (2020). The perfect balance: How luxury brands can maintain exclusivity and still be relatable online [Online]. forbes.com. Retrieved August 22, 2022, from https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxury-brands-can-maintain-exclusivity-and-still-be-relatable-online/?sh=7a4850f97e44

  • Dimitriou, C. K. (2017). Understanding and dealing with service failures in tourism and hospitality. In E. Koc (Ed.), Service failures and recovery in tourism and hospitality: A practical manual (pp. 9–26). CABI Publishing.

    Chapter  Google Scholar 

  • Dong, B., Evans, K. R., & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123–137.

    Article  Google Scholar 

  • Elan, P. (2021). Roaring 20s: Fashion world predicts post-Covid boom [Online]. Fashion | The Guardian. Retrieved December 19, 2022, from https://www.theguardian.com/fashion/2021/jan/31/economists-predict-post-covid-fashion-boom

  • Environmental Audit Committee. (2019). Fixing fashion: Clothing consumption and sustainability [Online]. Environmental Audit Committee (parliament.uk). Retrieved October 18, 2022, from https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/1952/full-report.html

  • Etherington, R. (2011). Catalytic Clothing by Helen Storey and Tony Ryan [Online]. Dezeen. Retrieved August 18, 2022, from https://www.dezeen.com/2011/06/15/catalytic-clothing-by-helen-storey-and-tony-ryan/

  • Fu, W., Wei, S., Wang, J., & Kim, H. S. (2022). Understanding the customer experience and satisfaction of casino hotels in Busan through online user-generated content. Sustainability, 14(10), 5846.

    Article  Google Scholar 

  • Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570–582.

    Article  Google Scholar 

  • Gucci. (2020). Dior talk [Online]. Retrieved October 10, 2022, from https://www.dior.com/en_us/fashion/womens-fashion/dior-talks

  • Hajli, N. (2019). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774–791.

    Article  Google Scholar 

  • Hanelt, A., Bohnsack, R., Marz, D., & Antunes Marante, C. (2021). A systematic review of the literature on digital transformation: Insights and implications for strategy and organizational change. Journal of Management Studies, 58(5), 1159–1197.

    Article  Google Scholar 

  • Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006). Consumer responses to service recovery strategies: The moderating role of online versus offline environment. Journal of Business Research, 59(4), 425–431.

    Article  Google Scholar 

  • Harrison-Walker, L. J. (2019). The critical role of customer forgiveness in successful service recovery. Journal of Business Research, 95, 376–391.

    Article  Google Scholar 

  • Indvik, L. (2022). Luxury market forecast to grow despite global recession fears [Online]. Financial Times (ft.com). Retrieved November 11, 2022, from https://www.ft.com/content/8b795dde-cc05-4d2b-b84c-35234e4b47ab

  • Kapner, S. (2019). It’s not you. Clothing sizes are broken [Online]. WSJ. Retrieved November 10, 2022, from https://www.wsj.com/articles/its-not-you-clothing-sizes-are-broken-11576501384

  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.

    Article  Google Scholar 

  • Kim, K., Yoon, S., & Choi, Y. K. (2019). The effects of eWOM volume and valence on product sales—An empirical examination of the movie industry. International Journal of Advertising, 38(3), 471–488.

    Article  Google Scholar 

  • Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405–413.

    Article  Google Scholar 

  • Kulkarni, A. A., & Yuan, H. (2017). Construal-level mindsets enhance behavioural persistence in response to incentive valence. Journal of Behavioural Decision Making, 30(5), 1041–1051.

    Article  Google Scholar 

  • Kumar, P. (2023). Luxury consumption amidst the COVID-19 pandemic. Marketing Intelligence & Planning, 41(1), 62–82.

    Google Scholar 

  • Lai, I. K. W. (2014). The role of service quality, perceived value, and relationship quality in enhancing customer loyalty in the travel agency sector. Journal of Travel & Tourism Marketing, 31(3), 417–442.

    Article  Google Scholar 

  • Lastner, M. M., Folse, J. A. G., Mangus, S. M., & Fennell, P. (2016). The road to recovery: Overcoming service failures through positive emotions. Journal of Business Research, 69(10), 4278–4286.

    Article  Google Scholar 

  • Lee, H., & Leonas, K. K. (2021). Millennials’ intention to use self-checkout technology in different fashion retail formats: Perceived benefits and risks. Clothing and Textiles Research Journal, 39(4), 264–280.

    Article  Google Scholar 

  • Lerma, M. (2021). Why livestream video may be the future of luxury shopping [Online]. Robb Report. Retrieved December 1, 2022, from https://robbreport.com/style/fashion/future-shopping-post-coronavirus-2920978/

  • Little, J. (2015). Who do you trust? 92% of consumers trust peer recommendations over advertising [Online]. linkedin.com. Retrieved December 1, 2022, from https://www.linkedin.com/pulse/who-do-you-trust-92-consumers-peer-recommendations-over-joey-little

  • Liu, S., Perry, P., & Gadzinski, G. (2019). The implications of digital marketing on WeChat for luxury fashion brands in China. Journal of Brand Management, 26(4), 395–409.

    Article  Google Scholar 

  • McKinsey & Company. (2019). What radical transparency could mean for the fashion industry [Online]. Retrieved August 28, 2022, from https://www.mckinsey.com/industries/retail/our-insights/what-radical-transparency-could-mean-for-the-fashion-industry

  • McKinsey & Company. (2022). The State of Fashion 2022 [Online]. mckinsey.com. Retrieved August 28, 2022, from https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2022/the-state-of-fashion-2022.pdf

  • Mittal, V., & Frennea, C. (2010). Customer satisfaction: A strategic review and guidelines for managers (MSI Fast Forward Series). Marketing Science Institute.

    Google Scholar 

  • Moliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007). Perceived relationship quality and post-purchase perceived value: An integrative framework. European Journal of Marketing, 41(11–12), 1392–1422.

    Article  Google Scholar 

  • Montecchi, M., & Nobbs, K. (2017). Let it go: Consumer empowerment and user-generated content—An exploratory study of contemporary fashion marketing practices in the digital age. In A. Vecchi (Ed.), Advanced fashion technology and operations management (pp. 294–317). IGI Global.

    Chapter  Google Scholar 

  • Naab, T. K., & Sehl, A. (2017). Studies of user-generated content: A systematic review. Journalism, 18(10), 1256–1273.

    Article  Google Scholar 

  • Naeem, M., & Ozuem, W. (2021). Understanding misinformation and rumors that generated panic buying as a social practice during COVID-19 pandemic: Evidence from Twitter, YouTube and focus group interviews. Information Technology and People, 35(7), 2140–2166.

    Article  Google Scholar 

  • O’Connor, T. (2018). 5 ways brands can stand out on social media [Online]. Retrieved September 10, 2022, from https://www.businessoffashion.com/articles/fashion-tech/5-ways-brands-can-stand-out-on-social-media

  • Odoom, R., Agbemabiese, G. C., & Hinson, R. E. (2020). Service recovery satisfaction in offline and online experiences. Marketing Intelligence & Planning, 38(1), 1–14.

    Article  Google Scholar 

  • Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. Palgrave Macmillan.

    Book  Google Scholar 

  • Ozuem, W., Howell, K., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 42(9/10), 1059–1083.

    Article  Google Scholar 

  • Ozuem, W., Ranfagni, S., Willis, M., Rovai, S., & Howell, K. (2021). Exploring customers’ responses to online service failure and recovery strategies during Covid-19 pandemic: An actor–network theory perspective. Psychology & Marketing, 38(9), 1440–1459.

    Article  Google Scholar 

  • Ozuem, W., & Willis, M. (2022). Digital marketing strategies for value co-creation: Models and approaches for online brand communities. Palgrave Macmillan.

    Book  Google Scholar 

  • Ozuem, W., Willis, M., Howell, K., Helal, G., Ranfagni, S., & Lancaster, G. (2021). Effects of online brand communities on millennials’ brand loyalty in the fashion industry. Psychology & Marketing, 38(5), 774–793.

    Article  Google Scholar 

  • Park, E., Jang, Y., Kim, J., Jeong, N. J., Bae, K., & Del Pobil, A. P. (2019). Determinants of customer satisfaction with airline services: An analysis of customer feedback big data. Journal of Retailing and Consumer Services, 51, 186–190.

    Article  Google Scholar 

  • Pentina, I., Guilloux, V., & Micu, A. C. (2018). Exploring social media engagement behaviours in the context of luxury brands. Journal of Advertising, 47(1), 55–69.

    Article  Google Scholar 

  • Pitman, J. (2022). Local Consumer Review Survey 2022 [Online]. Customer Reviews and Behavior (brightlocal.com). Retrieved January 11, 2023, from https://www.brightlocal.com/research/local-consumer-review-survey/

  • PwC. (2018). Experience is everything. Get it right [Online]. Customer experience is everything: PwC. Retrieved November 11, 2022, from https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html

  • Ringberg, T., Odekerken-Schröder, G., & Christensen, G. L. (2007). A cultural models approach to service recovery. Journal of Marketing, 71(3), 194–214.

    Article  Google Scholar 

  • Riquelme, I. P., Román, S., & Iacobucci, D. (2016). Consumers’ perceptions of online and offline retailer deception: A moderated mediation analysis. Journal of Interactive Marketing, 35(1), 16–26.

    Article  Google Scholar 

  • Salem, S. F., & Salem, S. O. (2021). Effects of social media marketing and selected marketing constructs on stages of brand loyalty. Global Business Review, 22(3), 650–673.

    Article  Google Scholar 

  • Schaumberg, R. L., & Wiltermuth, S. S. (2014). Desire for a positive moral self-regard exacerbates escalation of commitment to initiatives with prosocial aims. Organizational Behaviour and Human Decision Processes, 123(2), 110–123.

    Article  Google Scholar 

  • Sengupta, S., Ray, D., Trendel, O., & Vaerenbergh, Y. V. (2018). The effects of apologies for service failures in the global online retail. International Journal of Electronic Commerce, 22(3), 419–445.

    Article  Google Scholar 

  • Shams, G., Rehman, M. A., Samad, S., & Rather, R. A. (2020). The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry. Journal of Financial Services Marketing, 25(1), 25–34.

    Article  Google Scholar 

  • Simmel, G. (2020). Fashion. In Fashion Theory (pp. 92–101). Routledge.

    Google Scholar 

  • Singhal, S., & Sneader, K. (2020). Beyond corona virus: The path to the next normal [Online]. Retrieved August 27, 2022, from https://www.mckinsey.com/industries/healthcare-systems-and-services/our-insights/beyond-coronavirus-the-path-to-the-next-normal

  • Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323.

    Article  Google Scholar 

  • Statista. (2020). Number of social network users worldwide from 2018 to 2027. [Online]. Number of worldwide social network users 2027 | Statista. Retrieved April 9, 2022, from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

  • Su, L., Raju, S., & Laczniak, R. N. (2021). The roles of gratitude and guilt on customer satisfaction in perceptions of service failure and recovery. Journal of Service Science and Management, 14(1), 12–33.

    Article  Google Scholar 

  • Szyndlar, M. (2022). Customer Satisfaction: Why It’s Important in 2023. [Online]. Retrieved August 10, 2022, from https://survicate.com/customer-satisfaction/importance-customer-satisfaction/

  • Valentini, S., Orsingher, C., & Polyakova, A. (2020). Customers’ emotions in service failure and recovery: A meta-analysis. Marketing Letters, 31(2), 199–216.

    Article  Google Scholar 

  • Verhagen, T., Nauta, A., & Feldberg, F. (2013). Negative online word-of-mouth: Behavioural indicator or emotional release? Computers in Human Behaviour, 29(4), 1430–1440.

    Article  Google Scholar 

  • Wan, L. C., & Wyer, R. S., Jr. (2019). The influence of incidental similarity on observers’ causal attributions and reactions to a service failure. Journal of Consumer Research, 45(6), 1350–1368.

    Article  Google Scholar 

  • Wang, Y. (2022). A conceptual framework of contemporary luxury consumption. International Journal of Research in Marketing, 39(3), 788–803.

    Article  Google Scholar 

  • Wang, Y., Wu, S., Lin, H., & Wang, Y. (2011). The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing. International Journal of Information Management, 31(4), 350–359.

    Article  Google Scholar 

  • Wen, B., & Chi, C. G. Q. (2013). Examine the cognitive and affective antecedents to service recovery satisfaction. Management, 25(3), 306–327.

    Google Scholar 

  • Wong, A., Ho, S., Olusanya, O., Antonini, M. V., & Lyness, D. (2021). The use of social media and online communications in times of pandemic COVID-19. Journal of the Intensive Care Society, 22(3), 255–260.

    Article  Google Scholar 

  • Wu, X., Du, S., & Sun, Y. (2020). E-tailing service recovery and customer satisfaction and loyalty: Does perceived distributive justice matter? Social Behavior and Personality: An International Journal, 48(5), 1–15.

    Google Scholar 

  • Xie, J., & Youn, C. (2020). How the luxury fashion brand adjusts to deal with the COVID-19. International Journal of Costume and Fashion, 20(2), 50–60.

    Article  Google Scholar 

  • Xu, X., Liu, W., & Gursoy, D. (2019). The impacts of service failure and recovery efforts on airline customers’ emotions and satisfaction. Journal of Travel Research, 58(6), 1034–1051.

    Article  Google Scholar 

  • Yi, S., Day, J., & Cai, L. A. (2014). Exploring tourist perceived value: An investigation of Asian cruise tourists’ travel experience. Journal of Quality Assurance in Hospitality & Tourism, 15(1), 63–77.

    Article  Google Scholar 

  • You, Y., Yang, X., Wang, L., & Deng, X. (2020). When and why saying “thank you” is better than saying “sorry” in redressing service failures: The role of self-esteem. Journal of Marketing, 84(2), 133–150.

    Article  Google Scholar 

  • Zapata, C. P., Olsen, J. E., & Martins, L. L. (2013). Social exchange from the supervisor’s perspective: Employee trustworthiness as a predictor of interpersonal and informational justice. Organizational Behaviour and Human Decision Processes, 121(1), 1–12.

    Article  Google Scholar 

  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.

    Article  Google Scholar 

  • Zhou, Y., Huang, M., Tsang, A. S., & Zhou, N. (2013). Recovery strategy for group service failures: The interaction effects between recovery modes and recovery dimensions. European Journal of Marketing, 47(8), 1133–1156.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Arden University, Coventry, UK

    Samuel Ayertey

  2. University of Cumbria, London, UK

    Sebastian Okafor

Authors
  1. Samuel Ayertey
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sebastian Okafor
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Samuel Ayertey .

Editor information

Editors and Affiliations

  1. University of Cumbria, London, UK

    Wilson Ozuem

  2. Dept of Economics and Business, University of Florence, FIRENZE, Firenze, Italy

    Silvia Ranfagni

  3. University of Cumbria, London, UK

    Michelle Willis

Rights and permissions

Reprints and permissions

Copyright information

© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Ayertey, S., Okafor, S. (2024). Customer-Brand Interactions and Service Failure Recovery. In: Ozuem, W., Ranfagni, S., Willis, M. (eds) Digital Transformation for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-35589-9_15

Download citation

Publish with us

Policies and ethics

Search

Navigation