Baliga, A. J., Chawla, V., & Kumar, R. (2021). Barriers to service recovery in B2B markets: a
TISM approach in the context of IT-based services. Journal of Business & Industrial
Marketing.
Abstract:
PURPOSE
To address service failure issues, scholars have recognized several service recovery (SR) mechanisms.
However, there exist many barriers that retard an effective SR process, and those often lead to
negative consequences. Although this is a generic problem applicable across markets, it becomes
critical in B2B markets, as they deal with high impact and corporate customers. The purpose of this
paper is to identify these SR barriers in B2B markets and explore their linkages toward identifying
the key driving barriers.
DESIGN/METHODOLOGY/APPROACH
A four-phased methodology to address this call in the IT services industry was used. First, the
identification phase led to the selection of 27 barriers based on literature. Second, in the prioritization phase, 12 salient barriers were prioritized with the help of an expert panel. Third, in the modelling phase, the total interpretive structural modelling (TISM) technique was used to examine the mutual influences among these barriers toward modelling their linkages using a digraph. Finally, in the classification phase, these barriers were graphically plotted and classified into four quadrants based on their dependence and driving powers by using Matriced Impacts Croisés Multiplication Appliquée á un Classement (MICMAC) analysis.
FINDINGS
Two strategic barriers, namely, technology obsolescence and poor top management commitment,
presented the strongest challenges against effective SR, as they were least dependent on other
barriers and exerted strong influence over the operational barriers to executing SR.
PRACTICAL IMPLICATIONS
Because the strategic level barriers, exerting strong influence against effective SR, arise from the
strategic choices of board and the C-suite, this paper helps them anticipate the recovery-related
after effects of their choices, thus helping them in making better decisions.
ORIGINALITY/VALUE
This paper contributes to research as it is first of its kind to explore and link SR barriers in B2B
markets.
Link to Article: https://www.emerald.com/insight/content/doi/10.1108/JBIM-02-2020-
0112/full/html
