Service Failure and Recovery in B2B Markets - A Morphological Analysis

Ashwin J Baliga; Vaibhav Chawla; Vijaya Sunder M; L S Ganesh; Bharadhwaj Sivakumaran

doi:10.1016/j.jbusres.2020.09.025

Service Failure and Recovery in B2B Markets - A Morphological Analysis

J Bus Res. 2021 Jul:131:763-781. doi: 10.1016/j.jbusres.2020.09.025. Epub 2020 Oct 8.

Authors

Ashwin J Baliga¹, Vaibhav Chawla², Vijaya Sunder M³, L S Ganesh⁴, Bharadhwaj Sivakumaran⁵

Affiliations

¹ Doctoral Student, Marketing, Department of Management Studies, IIT Madras, Chennai, India.
² Assistant Professor, Marketing, Department of Management Studies, IIT Madras, Chennai, India.
³ Assistant Professor, Operations Management, Indian School of Business, Hyderabad, India.
⁴ Professor, Integrative Management, Department of Management Studies, IIT Madras, Chennai, India.
⁵ Dr Bala V and Vasantha Balachandran Chair Professor of Marketing at the Great Lakes Institute of Management, Chennai, India.

Abstract

The existing body of research on service failures and recoveries primarily deals with business-to-consumer markets, with relatively limited and scattered research on business-to-business (B2B) markets. The purpose of this paper is to review the existing literature on these failures and recoveries in B2B markets, conceptualize and develop a morphological analysis (MA) framework, and identify research gaps that point to future research possibilities. We present an MA framework based on a literature review of 114 papers on the ABDC/ABS/ Clarivate Analytics list. The MA framework, constructed with eight dimensions and 62 variants, reveals 418 distinct research gaps as an upper bound of opportunities for future research. The paper concludes by discussing the implications for future research.

Keywords: B2B; Morphological Analysis; Service Failure; Service Recovery.

Publication types

Review