Exploring customers' responses to online service failure and recovery strategies during Covid-19 pandemic: An actor-network theory perspective

While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid-19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure during a crisis we asked 70 millennials from three European Countries-Italy, France, and the UK-to describe their responses to service failure during the Covid-19 pandemic (30 completed a 4-week diary and 40 completed a 4-week qualitative survey). Drawing on phenomenological, constructivist, and hermeneutical approaches, and utilizing an actor-network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the Covid-19 pandemic. Conclusions highlight implications for theory, policy, and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.