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Keywords: B2C
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–20.
Published: 08 June 2026
... failures on the firms as well as the customers, limited attention has been paid to investigating their consequences. This study addresses this gap. This study aims to examine the impact of these digital service failures faced by B2C and B2B customers – segments with varying consumption goals, on online...
