Document Type : Original Article
Authors
1
Ph.D. Student, Department of Management,Tabriz Branch, Islamic Azad University,Tabriz, Iran
2
Assistant Prof., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3
Department of Management, Tabriz Branch, Islamic Azad university, Tabriz, Iran
4
Associate Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
10.22034/cbsj.2024.138282.2450
Abstract
The role of customer trust and participation in electronic environments has been investigated by many researchers. However, very few studies have investigated the relationship between electronic trust, customer involvement and electronic service recovery in the field of financial and banking services. In this study, due to the complexity of the relationships between the factors affecting the system, by combining the methods of Dimtel and the dynamics of systems, the explanation of the electronic service failure recovery model and the role of customer trust and participation in this process has been discussed. The research methodology is of a mixed type. . In this way, it is qualitative, exploratory and developmental and quantitatively practical. The results show that customer trust is necessary to successfully improve the consequences of service failure and increase the profitability of the e-service provider in the long run. The results of the analysis regarding perceived quality before recovery, severity of failure and customer participation show that perceived service quality has a positive effect on the level of electronic trust before customer recovery. It is interesting to note that customers who have experienced high failure severity and finally their problems are solved, create more profit for financial service providers, and the more customers participate in the recovery process, the higher the electronic trust and income. also create This study explains the central role of electronic trust and customer participation in the recovery of electronic banking services and helps to accelerate and improve the recovery process in dynamic electronic environments.
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