Future research direction for customer satisfaction in relation to complaint handling and service recovery in e-commerce

Abstract

The aim of the paper has been to highlight a research gap based on review of literature published on customer satisfaction about complaint handling and service recovery in e-commerce from year 1996 to 2018. It identifies the e-search gap in existing literature, provides a categorization scheme and prepares the guidelines for future study. Existing studies have primarily focused on customer satisfaction with service recovery in different areas like hospitals, hotels and tourism sector but e-commerce remains untouched. Related with this mechanism most of studies have been carried out in different countries like Taiwan, Malaysia, and New York but little attention has been done in countries such as India and China to carry out the relationship of service recovery and complaint handling satisfaction in context of e-commerce. It will be great extensive source of information to the policy maker, and management that he wants to prepare the service recovery policy in e-commerce area.