EXPLORING CUSTOMER SATISFACTION AND RECOVERY STRATEGIES FOR ONLINE SERVICE FAILURES IN THE LUXURY FASHION INDUSTRY

The Internet has had a significant impact on interactions between customers and businesses as well as service delivery. Failures of online services are unavoidable; yet, social media presents potential for the expedient recovery of offline services. This study examines luxury fashion brand consumers' customer satisfaction in light of the lack of research on luxury fashion customer satisfaction drivers. This paper offers management and marketing advice for fashion and luxury managers who aim to enhance customer satisfaction. Furthermore, it discusses several recovery strategies, including tailoring them to individual viewpoints, and how to use them.