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Consumer Preferences for Service Recovery Options After Delivery Delay When Shopping Online

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We identified the key attributes of service recovery for product delivery delays when shopping online and elucidated the preference structures of consumers regarding these attributes. A conjoint analysis was conducted using a sample of 201 Internet users; and we found that the 4 most critical attributes of service recovery were: compensation, response speed, apologies, and contact channels. We used a part-worth utility of attribute levels as segmentation variables and conducted a cluster analysis to group the respondents, and to distinguish preferences across various consumer segments. Our findings can serve as a reference for e-retailers when developing service recovery strategies for delayed product delivery.
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Keywords: DELAYED DELIVERY; E-RETAILING; ONLINE SHOPPING; SERVICE FAILURE; SERVICE RECOVERY ATTRIBUTES

Document Type: Research Article

Publication date: 2012-07-01

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