This study investigates the role of response time in recovering from service failures taking place in the e-retail context. Employing an experimental design, the study reveals that customers construe time in abstract terms. Response time during service recovery is evaluated in combination with the compensation rendered by the firm and the criticality of the service experience. The extent to which the three factors – response time, compensation and criticality – activate abstract construals matters to customers. The study demonstrates that delaying the proess of recovery can result in customer satisfaction, repatronage and positive word of mouth, when apology is provided and criticality of the service is low. Notably, customers are likely to accept delay if their negative emotions are low. This study advances a novel perspective on the role of response time in online service failure and recovery. Importantly, it provides empirical evidence on the viability of delayed recovery following service failures in e-retailing. The study challenges the conventional wisdom that delayed recovery is inefficacious. It also suggests that the effectiveness of delayed recovery, as advocated in past research, needs to be revisited in the light of customer construals. Key managerial implications and avenues for future research are outlined in the study

Purpose: The internet has changed the way services are delivered and has created new forms of customer-firm interactions. Whilst online service failures remain inevitable, the internet offers opportunities for delivering efficient service recovery through the online channel. Notwithstanding, research evidence on how firms can deliver online service recovery remains scarce. The purpose of this paper is to investigate the impact of two online service recovery strategies – online information and technology-mediated communication – on customer satisfaction, switching and word of mouth intentions. Design/methodology/approach: A scenario-based experiment is employed. Data are analysed using partial least squares structural equation modelling. Findings: Online information and technology-mediated interactions can be used as online service recovery strategies. When fair, online service recovery can restore customer satisfaction, lower switching and enhance positive word of mouth. Interactional justice delivered through technology-mediated communication is a strong predictor of satisfaction with online service recovery. Yet, customers in subscription services show greater expectations of online service recovery than those in non-subscription services. Research limitations/implications: Further research could examine the impact of online service recovery on relational constructs, such as trust. Since customers participate in the online recovery process, future research could investigate the role of customers as co-creators of online service recovery. Practical implications: Service managers should design online recovery strategies that meet customer need for interactional justice, for example, bespoke e-mails, and virtual chat communications with genuine customer care. Originality/value: Online information and technology-mediated communication function as online service recovery strategies. Customer perceptions of justice towards online service recovery restore satisfaction, and encourage loyal behaviour.