According to statistics, the purchasing of products has moved online for many consumers with the increase of digitization. The online environment, however, requires service providers to adapt established practices such as recovery strategies. The latter helps resolve failures encountered by consumers during the service. In a physical environment, the process takes place interactively, face-to-face, so adapting to consumers in the recovery process is much easier. In contrast, the online environment, on the other hand, offers its advantages and disadvantages in this process. In the thesis, in the empirical part, we questioned the differences between physical service and online service, the characteristics of online stores, failures and recovery strategies in the online environment, and the justice theory, with which consumers most often evaluate recovery strategies. Based on the results of past research, we have developed an updated feedback loop model as part of the theoretical work, which shows adapted steps for developing a program of recovery strategies in online services. The empirical part of the research study is based on a survey questionnaire answered by 372 consumers from Slovenia. The research proved that consumers could be divided into four segments in the case of a minor failure and three in the case of a severe failure. Based on the segmentation, we can define the basic expectations of each segment regarding the recovery strategy, communication in the recovery process and the channel through which the failure recovery takes place.
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