This chapter explores the relationship between UGC, as a basis of eWOM, and service failure and recovery strategies filtered through the brand. The analysis is carried out from a theoretical point of view and offers insights into the fashion industry.
Leveraging EWOM on service failure recovery strategy: an insight into the brand perspective / Silvia Ranfagni; Wilson Ozuem. - ELETTRONICO. - (2021), pp. 397-422.
Leveraging EWOM on service failure recovery strategy: an insight into the brand perspective
Silvia RanfagniMembro del Collaboration Group
;
2021
Abstract
This chapter explores the relationship between UGC, as a basis of eWOM, and service failure and recovery strategies filtered through the brand. The analysis is carried out from a theoretical point of view and offers insights into the fashion industry.
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