Conceptualizing how customers construe online negative word‐of‐mouth (nWOM) following failure experiences remains unsettled, leaving providers with inconclusive recovery strategy programmes. This ...empirical study recognizes online nWOM as a co‐created encounter between the complainant (i.e., the initiator of the online nWOM) and the recipient (i.e., the consumer who engages with the online nWOM), examining their idiosyncrasies to discern their understanding of the experience. It introduces frustration–aggression theory to online WOM literature, recognizing that it can support a higher‐order understanding of phenomena. Through phenomenological hermeneutics, interviews and focus groups, data were collected from millennials in Albania and Kosovo that provided accounts of nuanced and distinctive online nWOM realities. The emerged insights extended extant theory to a three‐fold online nWOM typology (i.e., lenient online nWOM, moderate online nWOM and severe online nWOM) recognizing the negative impact customers have on a provider, which is controlled by frustration–aggression tags. Frustration–aggression variations across online nWOM led to the construct of three types of customers that engage in online nWOM, namely tolerable online nWOM customers, rigorous online nWOM customers and confrontational online nWOM customers. Findings culminated with satisfactory recovery strategies aligned to customer inferences regardless of the nWOM context.
Although recovery strategy literature is developing rapidly, less is known about e-commerce customers' recovery expectations in settings at different stages of e-commerce maturity. Using a grounded ...theoretical paradigm and drawing on the decoy effect and paradox of choice theories, we explore customers' recovery expectations by analyzing 110 interviews with e-commerce customers and e-commerce managers in two settings at different stages of e-commerce maturity: Kosovo and the USA (Study 1). We propose a framework with three types of customers whose emotions during service failure and recovery (indicated by their recovery language), and the type of service failure experienced are cues to their recovery expectations. Utilizing exploratory factor analysis, this framework is validated through a survey of 171 randomly selected e-commerce customers (Study 2). The findings expand theoretical understanding, and provide managers with guidelines for the alignment of customers' expectations and e-commerce recovery delivery.
Using national data from the US Department of Education, Integrated Postsecondary Education Data System (IPEDS) and the US Census Bureau, trends in graduate school enrollment percentages for Hispanic ...and White students from 2002 to 2018 were analyzed and compared. Major findings from three regression analyses included: (1) a strong, statistically significant positive linear trend for Hispanic students, (2) a small, yet statistically significant, negative linear trend for While students, and (3) statistically significant differences between the Hispanic and White student regression lines, in both y-intercepts and slopes. Additional calculations with the two student regression equations revealed that convergence or equality in graduate school enrollment percentages will not occur until 2051, if current trends continue.
Purpose
Despite scholarly effort to understand customers’ recovery evaluation, little progress is evident in deciphering how customers develop online failure/recovery perception. This paper aims to ...address this issue.
Design/methodology/approach
Social constructivism was the epistemic choice for this study. This approach is holistic and offers a comprehensive understanding of each side of the phenomena. This provided social scientific descriptions of people and their cultural bases and built on, and articulated what was implicit in interpretations of their views.
Findings
Online banking customer groups were identified as: exigent customers, solutionist customers and impulsive customers. Customers’ position in each group determined failure perception, recovery expectation and evaluation, and post-recovery behaviour. Comparisons were observed and discussed in relation to Albania and Kosovo. It was suggested that banks should expand their presence in social media platforms and offer a means to manage online customer communication and spread of online WOM.
Research limitations/implications
For exigent customers, the failure/recovery responsibility is embedded within the provider. This explains their high sensitivity and criteria to define a failure.
Practical implications
Online banking customers’ request of a satisfactory recovery experience included: customer notifications, customer behaviour, customer determination, and the mediator of request. 10;Providers should examine customer failure/recovery experiences in cooperation with other banks which should lead to a higher order understanding of customer withdrawal and disengagement activities.
Social implications
Post-recovery behaviour is linked to the decline of online banking usage, switching to new providers, and the spread of negative online and off-line word-of-mouth.
Originality/value
This is the first empirical study on online service failure and recovery strategy to provide information on customers’ unique preferences and expectations in the recovery process. Online customers are organised into a threefold customer typology, and explanation for the providers’ role in the online customer failure-recovery perception construct is presented.
Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of ...studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.
Using data from the U.S. Department of Education National Center for Education Statistics Integrated Postsecondary Education Data System (IPEDS), longitudinal trends in graduate degree completion ...rates for Hispanic and White students were analyzed over a period of 17 years (2002–2019). The results indicated that there was a significant positive linear trend in graduation rates for both Hispanic and White graduate students, with no adverse impact in graduate degree completion rates for Hispanic students when compared to White students.
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