Investigating the Relative Importance of Customer Recovery Strategies in the Hospitality Industry

Nkanikpo Ibok Ibok, Sunday Umana Victoria, Godswill Agu Agu

Abstract


This study examined the relative significance of service recovery strategies in enhancing customer’s willingness to return to the firm, with the hospitality industry as the case study. Using descriptive and inferential statistics from a sample of 72 respondents, the study identified several recovery strategies used in the hospitality industry and their ranking in terms of effectiveness, with monetary compensation category dominating over other strategies. The study concludes with implications for management and future research.

Key words: Recovery strategy; Service failure; Hospitality management; Service elements


Keywords


Recovery strategy; Service failure; Hospitality management; Service elements

References


Bhandari, D., & Sharma, A. (2011). Marketing of Services (pp. 99-113). Delhi Vrinda Publications Ltd..

Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54, 71-85.

Boshoff, C., & Staude, G. (2003). Satisfaction with Service Recovery: Its Measurement and Its Outcomes. South African Journal of Business Management, 34(3), 9-16.

Brady, M. K., Cronin, J. J., & Brand, R. R. (2002). Performance Only Measurement of Service Quality: A Replication and Extension. Journal of Business Research, 55, 17-34.

Cherbakov, G. G. (2005). Impact of Service Orientation at the Business Level. IBM Systems Journal, 44(4), 653-668.

Colgate, M., & Norris, M. (2001). Developing a Comprehensive Picture of Service Failure. Inter J. Service Industrial Management, 12(3), 215-238.

Craighead, C. W., Karwan, K. R., & miller J. L. (2004). The Effects of Severity of Failure and Customer Loyalty on Service Recovery Strategies. Productions and Operations Management, 13(4), 307-321.

Economist Intelligence Unit. (2005). Travel and Tourism in South Africa. London: The Economist Newspaper Limited.

Griffin, J. (2001). Winning Customers Back. Bus. Economic Review, 8-11.

Gronroos, C. (1994). From Scientific Management to Service Management: A Management Perspective for the Age of Service Competition. International Journal of Service Industry Management, 5(1), 5-22.

Harris, L. C., & Reynolds, K. L. (2004). Jay Customer Behaviour: An Exploration of Types and Motives in the Hospitality Industry. Journal of Services Marketing, 38(5), 339-352.

Hart, C. W. L., Heskett, J. L., & Sasser, W. E. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68, 148-155.

Hoffman, K. D., Kelley, S. W., & Chung, B. C. (2003). A CIT Investigation of Service Scape Failures and Associated Recovery Strategies. Journal of Services Marketing, 17(4), 322-340.

Keaveney, S. M. (1995). Customer Switching Behaviour in Service Industries: An Exploratory Study. Journal of Marketing, 59(2), 71-82.

Kotler, P., Boven J., & Makens, J. (2006). Marketing for Hospitality and Tourism, Upper Saddle River (4th ed.). NJ.: Pearson Education.

Little, E., & Marindi, E. (2003). Relationship Marketing Management (pp. 116-210). Australia: Thomson.

Lovelock, C., & Wirtz, Joehen (2007). Services Marketing: People Technology and Strategy (6th ed., pp. 232-257). Japan, Prentice Hall.

Magnini, V. P., & Ford, J. B. (2004). Service Failure Recovery in China. International Journal of Contemporary Hospitality Management, 16(5), 279-286.

Matilla, A. S. (2001). The Effectiveness of Service Recovery in a Multi Industry Setting. Journal of Services Marketing, 15(7), 583-596.

McDoufall, G. H. G., & Levesque, T. J. (1999). Waiting for Service: The Effectiveness of Recovery Strategies. International Journal of Contemporary Hospitality Management, 11(1), 6-19.

Mucha, T. (2002). The Pay off for Trying Harder. Business 2.0, 84-86.

Rofer, B., Pieters, R., & Zeclenbery, M. (2003). Angry Customers Dont Come Back. They Get Back. The Experience and Behavioral Implications of Anger and Dissatisfaction in Services. Journal of the Academy of Marketing Science, 31(4), 377-390.

Stephen, S., Tax, M. C., & Boven, D. E. (2006). How to Prevent Customers from Failing. MIT Sloan Management Review, 47, 30-38.

Warden, A., Huang, C., & Wu, W. (2008). Restaurant Service Failure Recoveries: Role Expectations of Customers. Journal of Hospitality Marketing and Management, 16(1), 159-182.

Wirtz, J., & Tomlin, M. (2000). Institutionalizing Customers Driven Learning Through Fully Integrated Customer Feedback Systems. Managing Service Quarterly, 10(4), 205-215.




DOI: http://dx.doi.org/10.3968/j.css.1923669720120806.3121

Refbacks

  • There are currently no refbacks.


Copyright (c)



Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

Submission Guidelines for Canadian Social Science

We are currently accepting submissions via email only. The registration and online submission functions have been disabled.

Please send your manuscripts to [email protected]，or [email protected] for consideration. We look forward to receiving your work.

 Articles published in Canadian Social Science are licensed under Creative Commons Attribution 4.0 (CC-BY).

 

Canadian Social Science Editorial Office

Address: 1020 Bouvier Street, Suite 400, Quebec City, Quebec, G2K 0K9, Canada.
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net; Http://www.cscanada.org 
E-mail:[email protected]; [email protected]

Copyright © Canadian Academy of Oriental and Occidental Culture