Opportunity gone in a flash: Measurement of e-commerce service failure and justice with recovery as a source of e-loyalty
Authors: Das, Saini; Mishra, Abhishek; Cyr, Dianne
Journal: Decision Support Systems (2019)
DOI: 10.1016/i.dss.2019.113130
Online flash sales (OFS) are an opportunity for customers to purchase goods with large discounts for a limited period, along with the increased risk of service failures due to heavy demand for such ofers. The current work examines the impact of OFS e-commerce service failures, as well as that of perceived customer opportunism (PCO), on perceived justice with service recovery (PJWSR), post-recovery satisfaction (SSR), post-recovery perceived switching cost (PSC) and e-loyalty. By using a mixed-method approach, the current work develops a novel framework for OFS e-commerce service failure. Failure is conceptualized as functional, information, and system failures, with unique sub-dimensions/measurement items underlying each. Our findings suggest that functional and information failures have a negative efect on PJWSR, PCO has a positive efect on PJWSR, PJWSR has a significant efect on SSR/PSC and SSR positively afects e-loyalty, with no moderation of PSC on this relationship. This work contributes to the e-commerce service failure and customer opportunism literature by proposing a new contextual scale for measuring OFS e-commerce service failures and the impact of recoveryinduced just…