How to acquire customer loyalty in online retailing industry? An empirical study from service recovery perspective

With the rapid development of online retailing, retailers have recognized the importance of identifying service failures, improving service recovery, and retaining loyal customers. However, few studies have utilized an empirical study to measure the severity of service failure, service recovery, and customer loyalty. This study empirically investigates the impact of service failure attribution on the severity of service failure by using a survey in recent Chinese marketing. We propose hypotheses and a theoretical model, and extend our study with a questionnaire. Further discussions, theoretical implications, and practical implications are also discussed to provide managerial implications for online retailers.