While the debate on online service failure and recovery strategies has been given considerable attention in the marketing and information systems literature, the evolving Covid-19 pandemic has brought about new challenges both theoretically and empirically in the consumption landscape. To fully understand customers' responses to service failure during a crisis we asked 70 millennials from three European Countries—Italy, France, and the UK—to describe their responses to service failure during the Covid-19 pandemic (30 completed a 4-week diary and 40 completed a 4-week qualitative survey). Drawing on phenomenological, constructivist, and hermeneutical approaches, and utilizing an actor–network theory perspective, the current study proposes a new framework for understanding customers' responses to online service failure and recovery strategies during the Covid-19 pandemic. Conclusions highlight implications for theory, policy, and management practice through extending comprehensions of service failure recovery processes by examining how marketing policies generate different social impacts during a crisis situation which facilitate the achievement of customer satisfaction and positive outcomes.

中文翻译：

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探索 Covid-19 大流行期间客户对在线服务故障和恢复策略的反应：参与者-网络理论视角

虽然在线服务故障和恢复策略的辩论在营销和信息系统文献中得到了相当大的关注，但不断发展的 Covid-19 大流行在消费领域带来了理论和经验上的新挑战。为了充分了解客户在危机期间对服务失败的反应，我们请来自三个欧洲国家（意大利、法国和英国）的 70 名千禧一代描述了他们在 Covid-19 大流行期间对服务失败的反应（30 人完成了为期 4 周的日记） 40 人完成了为期 4 周的定性调查）。本研究利用现象学、建构主义和解释学方法，并利用行动者网络理论的视角，提出了一个新的框架来理解客户的行为。在 Covid-19 大流行期间对在线服务故障和恢复策略的响应。结论通过研究营销政策如何在危机情况下产生不同的社会影响来促进客户满意度和积极成果的实现，从而扩展对服务失败恢复过程的理解，从而突出了对理论、政策和管理实践的影响。