Service failure recovery on customer recovery satisfaction for airline industry: The moderator of brand authenticity and perceived authenticity

Abstract

In the increasingly competitive international air passenger market, service errors are inevitable in the process of providing services. The most important thing is that when the service fails, it is particularly important to adopt a proactive and appropriate service strategy to calm the customer's dissatisfaction for achieving the purpose of sustainable operation. This paper used structural equation models and sent 300 questionnaires to the consumers in Taiwan, 279 questionnaires were valid returned with a collection rate of 96.33% through a questionnaire survey. The empirical results show that service recovery and customer satisfaction show a significant positive correlation. Politeness, compensation, and response speed of service remediation have a positive and significant impact on satisfaction; brand authenticity and perceived authenticity have a moderator effect. The research results can provide reference for air industry in service recovery and customer satisfaction.