Abstract
Customer satisfaction and its contribution to service quality improvement, especially through effective service recovery programs, are not new to researchers. Several studies have identified the impact of service recovery activities on customer post-recovery satisfaction mostly in Western countries, and very few have examined how Asian consumers react to service recovery efforts, especial in China. It implicates that the impact of a hotel’s service recovery strategies is derived from three justice dimensions. Customer perception of overall distributive justice is influenced by apology, while providing cognitive control (i.e., keeping customers informed) affects procedural justice. Finally, the manner in which service personnel treat a customer (politeness, respect, and courtesy) during the recovery process affects perceptions of interactional justice. Finally, all three forms of justice (distributive, procedural, and interactional) positively impact overall service recovery satisfaction.
Highlights
In today's ever-growing global environment, the Chinese hotel industry is competing for a greater market share and profitability by increasing customer satisfaction and loyalty (Lee, Singh, & Chan, 2011)
The intent of this study is to investigate the relationship between service recovery processes and consumer satisfaction in the hotel industry in China
The finding of this research revealed that there was a mediate effect of justice dimension among the service recovery actions and customer satisfaction china
Summary
In today's ever-growing global environment, the Chinese hotel industry is competing for a greater market share and profitability by increasing customer satisfaction and loyalty (Lee, Singh, & Chan, 2011). It is implied that customer satisfaction may lead to lower marketing expenditure, greater profitability, positive word-of-mouth, and even customer loyalty (Anderson, Fornell, & Mazvancheryl, 2004). The breakdown in the relationship between customers and service providers due to service failure can contribute to a rise in customer complaints, negative word-of-mouth communication, customer dissatisfaction and defection. It refers to the activities that recuperate customer satisfaction and secure the relationship between customers and service providers (Sparks & McColl-Kennedy, 2001).
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