The role of service recovery in omnichannel integration services success model

Abstract

PurposeThis study basically develops an omnichannel integration services (OIS) success model and further uses perceived value and stickiness to measure the actual net benefits. Furthermore, this study explores the role of service recovery in OIS success model.Design/methodology/approachA quantitative online survey study was mainly being conducted to statistically test these relationships among the customer experience, satisfaction, perceived value, stickiness and service recovery. The statistical data collected from 371 respondents were taken for analysis through partial least squares.FindingsThe findings revealed that the online and offline customer experiences have a significant influence on their level of online and offline satisfaction, respectively. Both online and offline satisfaction are major factors which are enhancing the perceived value and stickiness. Service recovery also has a significant effect on online and offline satisfaction.Research limitations/implicationsThe results of the hypotheses presented in the OIS success model may usually vary from one cultural context to another. Hence, additional studies should access the current research model, especially those that are culturally different from Taiwan.Practical implicationsThe service failures are always inevitable and the recovery of such encounters represent to have a significant challenge for OIS. Thus, practitioners should allocate more such resources to enhance on customer experience of OIS, which in turn promotes to enhance customer satisfaction. Moreover, OIS practitioners seem to be more concerned with a thought on how to avoid service failures and provide satisfied customer experience than developing service recovery strategies.Originality/valueAlthough the past studies on multichannel retail have yielded insights into the factors affecting consumers' channel preferences, there is a dearth of research that sheds bright light on the intense factors affect the success of OIS; hence, a conceptual framework of OIS success model, referenced to the model of updated information systems success (ISS), thus is used to act as the basis of this study. Furthermore, this study explores the role of service recovery in OIS success model.