The myth of service recovery

One factor that influences perceptions of recovery efforts is consumer expectations while a second factor to consider in assessing the effectiveness of service recovery efforts is understanding problem resolution in the context of the entire service experience.

The myth of service recovery

Rick GarlickMaritz Research Hospitality Group, United States

INTRODUCTION

Service recovery has been defined as the actions an organization takes in response to a service failure (Gronoos, 1988). Since customers naturally feel a sense of entitlement to have their problems acknowledged and compensated, any number of strategies may be employed to restore customer satisfaction and loyalty (Danaher and Mattsson, 1994; Sparks and McColl-Kennedy, 2001). Minimally, service recovery strategies involve an acknowledgement of the problem, as well as an explanation for why the problem occurred and a sincere apology for the resulting inconvenience. There is often...

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