Service recovery perceptions of Aarong ecommerce customers

Abstract

The present study examines the customer perception of service recovery towards the service failures and service recovery strategies of Aarong E-commerce. Aarong is a leading Bangladeshi lifestyle brand and has high reputation, though every e-commerce site is prone to customer service problems such as delayed delivery, misplacement of orders, failure in payment, and stock non-availability. To solve such issues, Aarong has implemented service recovery programs in the form of product replacement, store credit, price discount, and cash refund. While the majority of customers are content with these recovery efforts, some remain dissatisfied due to delayed resolution or inadequate communication. The report analyzes the customer feedback data to evaluate the impact of service recovery on brand attitude and customer loyalty. Findings suggest that although the majority of the customers have a favorable attitude towards Aarong, improving response time, communication, and problem-solving effectiveness will further enhance customer satisfaction. Suggestions are aimed at streamlining the process of service recovery, improving operational efficiency, and integrating proactive customer care to make Aarong competitive in the e-commerce market.