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Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry
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Resumo(s)
This article aims to investigate how service providers are employing their channels to support the
handling of customer complaints in an online to offline era. It provides a timely contribution by
characterizing multichannel recovery practices, discussing its implications for customers, and discovering
new trends. The study employs a qualitative multi-method research, which includes not only more than
one method of collecting data, but also more than one method of analyzing data. Data collection involved
50 records of customer complaints, 10 semi-structured interviews, direct observation and internal bank
reports. The results suggest that multichannel customers are not willing to interact with a large number of
channels to solve their problems leading to a high number of interactions. Customers expect a complex
recovery not in terms of interactivity but in terms of depth. Recovery solutions, such as apologizing and
monetary compensations are non-permanent solutions, that are inefficient in the long term and imply
financial losses. Despite the investment that is required, this investigation advocates for permanent
solutions. To avoid service failures and complex recovery processes, it is possible that companies are
improving their operations management in search of new strategies that are blurring the boundaries of
O2O into a mix of offline and online channels (O2).
Descrição
Palavras-chave
Multichannel services Failure Recovery Operations Management Offline channels Online channels