Creating Positive Word-of-Mouth Promotion Through Service Recovery Strategies

Abstract

Although an effective service recovery strategy is crucial to improving customer satisfaction, few researchers have undertaken empirical studies on how service recovery strategies can promote a gradational positive response from consumers. This study further investigates previous research by proposing an integrative model which examines the hierarchical influence underlying various service recovery strategies and the subsequent effects on relationships quality and positive word-of-mouth. A total of 402 undergraduate students who had experienced a service failure recovery with a restaurant were recruited to participate in this study. The results show that various forms of perceived justice influence trust or/and commitment, which in turn lead to positive word-of-mouth promotion.