Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/23048
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dc.contributor.authorBorah, Sourav
dc.contributor.authorPrakhya, Srinivas
dc.contributor.authorSharma, Amalesh
dc.date.accessioned2020-06-01T07:09:10Z
dc.date.available2020-06-01T07:09:10Z
dc.date.issued2019
dc.identifier.citationBorah, S., Prakhya, S., & Sharma, A. (2019). Leveraging service recovery strategies to reduce customer churn in an emerging market. Journal of the Academy of Marketing Science, 1-21. doi:10.1007/s11747-019-00634-0en_US
dc.identifier.issn1552-7824
dc.identifier.urihttp://hdl.handle.net/11718/23048
dc.description.abstractBuilding on the properties of emerging markets, we investigate how a firm should align its service recovery strategies with different types of service failure to reduce customer churn in an emerging market. Using resource exchange theory and a multi-method approach, we show that the conventional wisdom related to service recovery needs to be reevaluated in emerging markets. Our results show that process failures lead to a higher likelihood of customer churn compared to outcome failures in emerging markets. Investigating service recovery mechanisms, we find that compensation is more effective in recovering from process failures than in recovering from outcome failures in emerging markets. Similarly, employee behavior has a stronger impact on mitigating the ill effects of process failures than those of outcome failures. The study contributes to the literature on service recovery and resource exchange theory and provides managerial insights for the effective management of customer churn due to service failures in emerging markets.en_US
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.subjectService recoveryen_US
dc.subjectEmerging marketsen_US
dc.subjectType of failureen_US
dc.subjectMulti-methodsen_US
dc.titleLeveraging service recovery strategies to reduce customer churn in an emerging marketen_US
dc.typeArticleen_US
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