Service Failure and Recovery Strategy in Computer-Mediated Marketing Environments (CMMEs)

The success of an online recovery strategy is largely attributed to the provider's response speed. Essentially, engagement in conversation with the customer immediately after he/she complains shortens the pre-recovery phase. Service firms expect complaints from consumers when a service failure occurs. Advances in modern information and communication technologies (ICT) infrastructures have changed the way in which customer-firm interactions take place and the nature of the conduct of services. Computer and internet technologies mean that services can be provided over long distances without the requirement for the physical presence of customers and employees. With the continued rapid development in the field of modern computer-mediated marketing environments (CMME) more and more services will be delivered in technology-mediated environments (TMEs). This chapter provides some insights on failure recovery strategies as competitive tools in computer-mediated marketing environments.