Recovery Strategies for Service Failure and Customers’ Return Intention in Classified Restaurants

Abstract

Recovery Strategies for Service Failure and Customers’ Return Intention in Classified Restaurants Margaret Ngeci Githiri (PhD) Abstract The purpose of this paper is to investigate the service recovery strategies used by restaurant managers of classified restaurants after service failure, and the intention of the customers to return after service recovery. Descriptive survey design was employed. Simple random sampling method was used in selecting 345 customers and purposive sampling technique used in selecting 24 restaurant managers from all 30 classified restaurants. Structured questionnaire (five point likert scale) was used in measuring the level of return intention of customers while open ended interview schedule was used in gathering information from the restaurant managers. Descriptive statistics were used in analyzing the objectives. The results indicate that managers used distributive and interactive justice in service recovery and only a few (20%) included procedural justice. The mode of 2 indicated that most customers disagreed that the visit was better than they expected. This could have been as a result of most managers not including procedural justice in dealing with service failure. Full Text: PDF DOI: 10.15640/jthm.v8n1a2