Service failures after online flash sales: role of deal proneness, attribution, and emotion

Abstract

Purpose The purpose of this paper is to focus on failures in online flash sales (OFS) and to explore why consumers participate in an OFS even after experiencing service failure. It also examines the role of deal proneness, attribution, and emotions. Design/methodology/approach Using a mixed method approach to gain insights into this relatively unexplored phenomenon of OFS, this research uses netnography followed by a survey study. Findings The findings show that deal-prone customers tend to ignore service failures during OFS and re-participate in the future. In the context of OFS, failures attributed to internal locus of attribution (LOA) also have a negative effect on re-participation compared with failures attributed to external LOA. Furthermore, there is a three-way interaction among deal proneness, LOA, and past emotions. The results show that negative past emotions further exacerbate the impact of attribution on the link between deal proneness and re-participation. Originality/value In contrast with prior research, the paper shows that consumers participate even after service failure. The proposed difference is between customers who experience different LOA and past emotions offers insights into their behavior after service failure in a new context of an online/electronic commerce event – flash sales. This paper specifically explores the role of internal LOA and finds that it has a more negative impact than external LOA on re-participation.

The Link Between Causal Attribution and Recovery Satisfaction in Mobile Money Transaction Failures: The Mediating Role of Negative Emotions

“…The fi nding is partly consistent with Nikbin and others (2015), who established that pre-recovery emotions relate to positive and negative post-recovery emotions, that is, on satisfaction. Therefore, when MM transaction failure is triggered, subscribers are likely to feel angered and disappointed (Vakeel et al, 2018). These negative emotions are more likely to create negative bias, i.e.…”

“…The authors of some previous studies hold that negative emotion is an important antecedent to satisfaction with recovery eff orts (Vakeel et al, 2018;Matikiti et al, 2019). The negative emotions such as anger and disappointment are signs of dissatisfaction (Taylor, 1994).…”

“…Service failure causes fi nancial losses (for instance, sending money to a wrong MM account) and psychological problems, prompting negative emotions in customers (Vakeel, Sivakumar, Jayasimha & Dey, 2018). Generally, it happens when the actual service performance falls below expected performance (Lee & Cranage, 2018).…”

“…This poses a threat to customer satisfaction as it lowers the perception of service quality (Kim, Kim & Kim, 2009). An unsatisfi ed customer is unlikely to continue using the service (Vakeel et al, 2018). This negative impact is refl ected in the profi t and sustainability of the company (Nikbin, Marimuthu, Hyun & Ismail, 2014).…”

Analysis of Influence of Senses, Interior Design, Signage, Facilities, Atmospherics, Staff, Other Visitor's Behavior, The Visitor Himself / Herself to Customer Loyalty through Emotions and Satisfaction of Watsons Customers in Surabaya

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