Attribution after service failure for two-sided platforms Master Thesis Name: Michiel Westra Student number: S1041243 e-mail: michiel.westra@ru.nl Page count body: 38 Hand-in date: 09 August 2021 Information Radboud
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2021-08-31
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en
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Extant literature has highlighted that on two-sided platforms, it is impossible to completely prevent service failure. When a customer experiences service failure, they look for the cause. However, within a two-sided platform, the cause of the service failure becomes unclear since multiple actors are involved—namely, an online two-sided retail platform and a brand selling their products on the two-sided platform. Since the service failure takes place in an online context, trust in both parties has a prominent role because the consumer cannot confirm the transaction face-face.
The purpose of the research is to investigate the effect of service failure on both platform loyalty intentions and brand loyalty intentions in an online two-sided platform retail context while considering the effect of initial brand and platform trust. This has been researched with an experimental design, manipulating who caused the service failure (Brand versus two-sided platform). A total of 150 participants were asked about their initial trust and afterwards asked to read a scenario and fill in a questionnaire. The study results indicate that loyalty intentions to both parties are negatively affected by a service failure. However, the effect on the platform is more severe due to being seen as the responsible organisation for the transaction. The effects of initial trust, both for the brand and the platform reduce the adverse effects on loyalty intentions
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Faculteit der Managementwetenschappen