An experimental design of service failure, recovery and speed analysis in cloud service

Abstract

This experimental study examines how the severity of service failure, level of service recovery, and speed of recovery influence consumers’ attribution processes, post-recovery satisfaction and behavior outcomes in a cloud services setting. A 3×3×3 between-subject factorial design is utilized that manipulates the severity of service failure, the level of service recovery, and the speed of service recovery affect consumer outcome attributions. The findings indicate that there is a two-way interaction between service failure, service recovery, and speed of recovery and that the impact on post-recovery satisfaction is significant, the three-way interaction between severity of service failure, level of service recovery, and speed of recovery does not have a joint effect on post-recovery satisfaction. This study offers new insights into the stream of research on service failure and recovery. Key words: Cloud service, service failure, service recovery, speed of recovery, satisfaction.