Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery

Negative disconfirmation will usually lead to switching behaviour and attenuate customers’ repurchase intentions, a that undercut businesses’ profitability. Limited research discussed post-purchase behaviour, in general, how retain aggrieved customers during the online shopping experience, particular. This study investigates observed behavioural outcome of Malaysian with regard future buying decisions who faced pandemic. Specifically, this aims examine service recovery as moderator can potentially alleviate adverse effect negative on intention intention. Online questionnaires were distributed. 331 valid data collected from using Smart PLS 3.3.2. The results showed is negatively associated positively affects moderating demonstrated significant positive impact empirical findings enrich literature recovery, consumer management, provide suggestions for webstores terms engagement apt response process after complaints. Lastly, limitations directions are scholarly attention.