Title: Relationship between customer loyalty and service failure, service recovery and switching costs in online retailing

Authors: Aakash Ashok Kamble; Shubhangi Walvekar

Addresses: Indira Global Business School, A/P. Parandwadi, Tal. Maval, Dist. Pune – 410506, India ' PES's, Modern College of Engineering, Department of M.B.A., Shivajinagar, Pune – 411005, India

Abstract: Service failures in e-tailing are inevitable, understanding how service failure and recovery efforts affect customer loyalty forms an important topic for discussion among researchers and practitioners. This study investigates the relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty. It also studies the moderation relationship between service recovery justice and perceived switching costs. Data collected from 306 respondents tested against the research model adopted from previous studies suggests that, service failure severity. Interactional justice, procedural justice and perceived switching costs have a significant relationship with customer loyalty and that interactional justice can mitigate the negative relationship between service failure severity and customer loyalty.

Keywords: customer loyalty; switching costs; service failure severity; e-tailing; service recovery; e-commerce; retailing.

DOI: 10.1504/IJBIS.2019.10024358

International Journal of Business Information Systems, 2019 Vol.32 No.1, pp.56 - 72

Received: 17 May 2017
Accepted: 24 Nov 2017

Published online: 02 Oct 2019 *

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