Business, Management and Accounting, Marketing, Tourism, Leisure and Hospitality Management
2
Scopus Publications
Scopus Publications
The role of switching cost in the e-service recovery framework among banking customers Ajay Jose, Sonia Mathew, Rejikumar G., Dony Peter Chacko, Ajith K. Thomas International Journal of Quality and Service Sciences, 2022 Purpose The emergence of tech-driven initiatives in retail banking has created a vast spectrum of system-related service failures; hence, e-service recovery quality is of prime importance to banks to ensure e-service recovery satisfaction. However, e-service satisfaction is dependent on the ease of moving from one service provider to the other; thus, switching costs assume great significance. This study aims to probe the moderating role of switching cost on e-service recovery satisfaction by exploring e-service recovery quality antecedents. Design/methodology/approach A measurement model is suggested in the contextual settings of the Indian banking scenario and is estimated using structural equation modeling. Responses from 399 e-banking customers, who had experienced a service failure, were sought using a five-point Likert scale. Findings The result affirms that “recovery expectation” is the most significant predictor of e-service recovery satisfaction, and that switching cost moderates the relation between e-service recovery quality and e-service recovery satisfaction. Practical implications The study highlights the high relevance of switching costs in the e-banking context and emphasizes investment in marketing strategies and campaigns to do away with switching intentions. It also highlights the relevance of recovery expectations as an antecedent of e-service recovery quality and thus stresses the need to satisfactorily address the same in the e-service recovery process. Originality/value This study contributes to the e-service recovery satisfaction literature in the banking context by empirically validating the moderating role of switching cost. It also identifies the critical antecedents of banking e-service recovery quality.
Co-creating luxury hotel services: A framework development Life Science Journal, 2013
