Matching service failures and recovery options toward satisfaction

• Published in: The Service industries journal Vol. 39; no. 13-14; pp. 901 - 924
• Main Authors: Cantor, Victor John M., Li, Richard C.
• Format: Journal Article
• Language: English
• Published: London Routledge 26.10.2019; Taylor & Francis Ltd
• Subjects: Complaining behavior; Failure; recovery justices; relationship quality; service failure; service recovery; 关系质量; 恢复正义; 抱怨行为; 服务失败; 服务补救
• ISSN: 0264-2069; 1743-9507
• DOI: 10.1080/02642069.2018.1450868

Service failures are inevitable in any service delivery process that establishes the need for a good service recovery. This study aims to investigate the relationships among service recovery variables to develop appropriate recovery options considering different levels of failure severity and satisfaction. Using a scenario-based survey approach and structural equation modeling, the results are failure severity negatively relates to satisfaction; recovery justices positively relates to satisfaction regardless of the level of failure severity; complaining behavior strengthens (weakens) the relationship between the failure severity (recovery justices) and satisfaction; and relationship quality is a stronger predictor of post-purchase behavioral intentions than satisfaction. A service recovery matrix is proposed to depict appropriate recovery options for different situations.