The rapid growth of e-commerce, unfortunately, has not been supported by the improved services. Customers complaints have not been handled properly, due to the lack of non face-to-face communication. In the other hand, customers express their complaints in various ways, such as the assertive way. 317 respondents were collected as a sample of this research, who are B2C online customers in Indonesia, experienced service failure in the last 6 months, submitted a complaint and received a response. Structural Equation Modeling (SEM) was used to analyze. This study proved that there was a positive influence of communication justice on post-recovery satisfaction. However, assertive communication did not influence the post-recovery satisfaction. This research also proved that post-recovery satisfaction has a positive effect on online repurchase intention. This research is expected to contribute to marketing science, and practical contributions are given.
Real Time Impact Factor:
Pending
Author Name: Kussusanti, Prijono Tjiptoherijanto,Rizal Edy Halim, Asnan Furinto
URL: View PDF
Keywords: communication justice, assertive communication, post recovery satisfaction, online repurchase intention.
ISSN: 2644-0679
EISSN: 2644-0695
EOI/DOI: 10.47191/ijsshr/v4-i6-18
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