AN ANALYSIS OF CORPORATE E‐MAIL COMMUNICATION AS PART OF AIRLINES' SERVICE RECOVERY STRATEGY

Astrid Dickinger · Ulrike Bauernfeind

43 citations0/0 files storedJournal of Travel & Tourism Marketing

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Customer Service Quality and Loyalty Digital Marketing and Social Media AI in Service Interactions

Abstract

Given the increased use of the Internet in the travel industry, companies should be eager to provide reliable and high quality service when communicating online. This study focused on e‐mail response behavior of airlines with special attention to service recovery. A mystery approach was applied to empirically test the responsiveness and quality of replies to inquiries and complaints. Results show that complaints are answered less often and in an inexpedient manner. However, compared to inquiries, airlines address complaints in an empathetic and polite way.

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1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1990The Service Encounter: Diagnosing Favorable and Unfavorable Incidents 2004E-S-QUAL 1991Refinement and reassessment of the SERVQUAL scale.1996Services Marketing: Integrating Customer Focus Across the Firm 2000Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters

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