Dynamics of user-generated content and service failure recovery: evidence from the millennials

Purpose

There is considerable interest in the value of user-generated content (UGC) and its antecedents. Despite its growing importance, existing studies have largely ignored the value and archetypes of UGC as they relate to customers’ responses to recovery efforts in the fashion industry. This paper departs from previous studies as it examines the extent in which UGC creation influences customers’ responses to providers’ service recovery efforts, particularly how millennials interactions impact recovery efforts. Design/methodology/approach Through phenomenological hermeneutics this study adopts a theoretical sampling approach to collect empirical data from three European countries (France, Italy, and the UK). This means that the close relationships between subject and object are identified, and data analysis and collection undertaken in relation to consistent iterative interpretations in an evolving process of study. Drawing on multi-theoretical lenses, utilising actor–network and social influence theories, this study advances understanding through the development of a new conceptual model relating to individual characteristics. Findings

We suggest some pragmatic implications and explain how these customers’ archetypes can lead to effective decision making for marketers. Finally, the model shows that understanding consumers’ behaviour through their UGC can create and enhance service failure recovery (SFR) efforts Originality/value

This study further develops the conceptualisation of customer responses to service failures and provides a set of practical insights that brand managers can employ to recover service failures. The study characterises customers based on the level of severity they perceive in relation to service failure and based on the level of UGC activity they will willingly engage in through social media