E-Loyalty Achievement in the Indonesia Airline Industry: An Analysis of E-Service Recovery

Ridha Abbas, Sany Sanuri Bin Mohd Mokhtar

Abstract


The main objective of this paper is to develop a conceptual framework that would explicate the effects of e-service recovery strategies on e-loyalty within the airline industry. The loyalty of customers to any organization is considered very crucial to the organizational performance and survival. In a world, where the majority of economic exchanges are carried out online by means of websites, there exists the risk of transaction failure, and thus the issue of service recovery is essential to prevent customers from switching because of unpleasant experiences suffered. This paper therefore presents and examines the influence of the four dimensions of e-service recovery (i.e. Responsiveness, Compensation, Contact and Personalization) on e-loyalty with emphasis on the Indonesian airlines industry. Moreover, this paper conceptualizes the model that could assist in establishing the influence of e-service recovery dimensions on e-satisfaction, e-trust and e-loyalty. Additionally, one of the aims of this paper is to benefit the airline management on their response to service failure and hence turn unsatisfied customers to satisfied and loyal ones.

Aus. J. Bus. Sco S. & IT. Vol 2(1), January 2016, P 1-18


Keywords


E-service recovery; e-loyalty; e-satisfaction; e-trust; airlines

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