The impact of consumer confusion on the service recovery effectiveness in “app- based” food delivery services

Abstract

he food-delivery service sector has been experiencing sharp growth in Bangladesh due to the changing social and technological landscape. The fast-paced lifestyle and widespread access to the internet have created a substantial market for such daily convenience services. Given that services are variable in nature, they are prone to service failures in order fulfillment due to probable delayed or incorrect delivery, payment issues, technical glitches, and other actions that fall below customer expectations. When service failures occur, customers often experience confusion, especially in understanding company policies, resolutions, and communication, leading to negative emotional responses.