The Impact of Online Store Characteristics on Service Recovery Satisfaction in C2C Online Markets

In this study, the authors examine the effects of C2C online store characteristics on customer satisfaction. Drawing on the equity theory, they investigate the way retailer reputation and price impact the relationship between customers’ perceptions of justice and the satisfaction towards service recovery. To test the study hypotheses, two 2×2×2 between-subjects factorial experiments were conducted, and in which the retailer reputation and price have two levels as low and high, respectively. The results show the role online store characteristics play as moderators of different service recovery strategies on service recovery satisfaction. The authors conclude and discuss their findings and implications for both marketing theory and practice.