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When customers avoid, do they return? Insights from service recovery in food delivery platforms
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DOI：10.1080/14783363.2026.2619875.png)
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Abstract
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This study investigates how customers’ service avoidance tendency evolves after service failures in food delivery platforms and how it influences key behavioural outcomes. Using a longitudinal design with three survey waves, we examined the dynamic effects of avoidance on customer commitment, switching intention, and repurchase intention. Results from latent growth modelling show that avoidance follows a declining trajectory after recovery efforts, and its reduction significantly strengthens commitment and repurchase intentions while weakening switching intentions. However, commitment did not directly translate into higher repurchase or reduced switching in later recovery phases, suggesting that decreasing avoidance plays a more decisive role than relationship strength. These findings advance service recovery research by emphasising the dynamic nature of avoidance and extending approach – avoidance conflict theory to digital platform contexts. Managerially, they highlight the importance of proactive recovery strategies that directly reduce avoidance tendencies to improve long-term retention.
Keywords:
service recovery
avoidance
repurchase
switching intention
commitment
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