• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Service recovery via social media

Larsen, Kristina Ågotnes; Jacobsen, Connie
Master thesis
Thumbnail
View/Open
2037503.pdf (2.080Mb)
Master Thesis Preliminary Report-2.pdf (1.122Mb)
URI
http://hdl.handle.net/11250/2579181
Date
2018
Metadata
Show full item record
Collections
  • Master of Science [1555]
Abstract
Problem Service failure recovery has been researched for several years,

with research on social media starting to surface. However,

surprisingly little attention has been paid to a significantly larger

group than customers: the observers of complaints on social

media. Further, social media provides companies with new service

recovery options and companies can now choose to reply in a

vague and unhelpful manner or choose not to reply at all.

Therefore, this thesis investigates the impact unhelpful service

recovery versus no reply has on observers perceived fairness and

purchase intentions. We also consider complaint severity and

failure locus as moderators to the relationship.

Purpose The purpose of this thesis is to study the effect unhelpful service

recovery versus no reply has on observers purchase intentions,

while moderated by failure severity and locus, and mediated by

perceived fairness.

Research

Design

This thesis uses a scenario-based experiment with a betweensubjects

design to answer the problem statement. The study takes

a 2 (mere apology, no reply) X 2 (severity: high, low) X 2 (locus:

company, external) design.

Findings Not replying is proven to be better in terms of observers’ perceived

fairness and observers purchase intentions in all considered

scenarios. Failure severity and locus is also found to have a direct

effect on observers perceived fairness and an indirect effect on

observers purchase intentions via perceived fairness.

Keywords Service recovery, social media, observers, unhelpful service

recovery, failure severity, failure locus, perceived fairness
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
Publisher
Handelshøyskolen BI

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit