Service Recovery Evaluations in Non-Budget Airlines: The Impact of Service Failure Severity and Complaining Behavior  

Oleh:

Cantor, Victor John M. ; Li, Richard C.

Jenis: Article from Proceeding
Dalam koleksi: The 14th Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS), 3-6 December 2013 Cebu, Philippines, page 1-8.
Topik: Complaining behavior; Justice theory; Service failure; Service recovery; Severity of failure; Structural equation modeling
Fulltext: 2030.pdf (323.99KB)

Isi artikel

Service providers unavoidably face situations where customers are dissatisfied due to the occurrence of service failures. When a service failure occurs, a good service recovery is warranted to return customers in a state of satisfaction. Service recovery strategies involve actions taken by service providers to respond to service failures. This study focused on establishing relationships among service recovery factors to identify a mix of recovery options that will assist in designing effective service recovery systems. Factors considered were the severity of failure, recovery justices, complaining behavior, and post recovery satisfaction. Using a scenario-based survey approach and structural equation modeling, the results revealed the following: severity of failure has a significant negative relationship with satisfaction; outcome and process recovery are significant in attaining post recovery satisfaction regardless of the severity of failure; and complaining behavior significantly moderates the relationship between the service recovery factors and post recovery satisfaction. A service recovery matrix was developed to depict appropriate recovery options for different situations considering the desired level of post recovery satisfaction.

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