VOlUME 04 ISSUE 06 JUNE 2021
1Kussusanti,2 Prijono Tjiptoherijanto,3 Rizal Edy Halim,4 Asnan Furinto
1Universitas Al Azhar Indonesia, Jl. Sisingamangaraja No. 2, Kebayoran Baru, Jakarta Selatan, Indonesia
2Universitas Indonesia, Kampus Depok, Jawa Barat, Indonesia
3Universitas Indonesia, Kampus Depok, Jawa Barat, Indonesia
4Binus University, Jl. K.H. Syahdan No. 9, Kemanggisan, Palmerah, Jakarta Barat, Indonesia
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ABSTRACT
The rapid growth of e-commerce, unfortunately, has not been supported by the improved services. Customers complaints have not been handled properly, due to the lack of non face-to-face communication. In the other hand, customers express their complaints in various ways, such as the assertive way. 317 respondents were collected as a sample of this research, who are B2C online customers in Indonesia, experienced service failure in the last 6 months, submitted a complaint and received a response. Structural Equation Modeling (SEM) was used to analyze. This study proved that there was a positive influence of communication justice on post-recovery satisfaction. However, assertive communication did not influence the post-recovery satisfaction. This research also proved that post-recovery satisfaction has a positive effect on online repurchase intention. This research is expected to contribute to marketing science, and practical contributions are given.
KEYWORDS:communication justice, assertive communication, post recovery satisfaction, online repurchase intention.
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