Abstract
This study utilised the critical incident technique to study service failure and recovery strategies in chain restaurants. A total of 431 incidents were collected and classified. The analytical results identified the most common categories as being service failure and recovery strategy. It also demonstrates that consumers were unable to recognise high-quality service and high-consistency products in chain restaurants. Additionally, appropriate recovery strategies were proposed to assist restaurateurs in reducing service failure. A number of conclusions and recommendations regarding practice and future research are made.
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