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<p>Effectively managing service failures in online-to-offline (O2O) services, such as delayed deliveries or unsatisfactory service, plays a crucial role in shaping customer perceptions and building platform’s ability to retain customers. This study investigates the impact of perceived justice in service recovery within O2O environments and examines how these perceptions affect customer satisfaction and repurchase intentions. Our findings highlight that recovery types and on or offline locus of recovery play differential influence on three dimensions of perceived justice. Also, post-recovery satisfaction is a significant mediator between perceived justice and repurchase intention.</p>

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Exploring the relationships among online-to-offline (O2O) customers’ perceived justice, post-recovery satisfaction, and repurchase intention

  • 期刊论文

  • 发表日期：

    2025年12月5日

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  • Ji-Yong Jeon,
  • Suk-Ki Hong,
  • Hong-Hee Lee,
  • So Ra Park

摘要

Effectively managing service failures in online-to-offline (O2O) services, such as delayed deliveries or unsatisfactory service, plays a crucial role in shaping customer perceptions and building platform’s ability to retain customers. This study investigates the impact of perceived justice in service recovery within O2O environments and examines how these perceptions affect customer satisfaction and repurchase intentions. Our findings highlight that recovery types and on or offline locus of recovery play differential influence on three dimensions of perceived justice. Also, post-recovery satisfaction is a significant mediator between perceived justice and repurchase intention.