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Journal of Hospitality & Tourism Research, Vol. 23, No. 1, 71-84 (1999)
DOI: 10.1177/109634809902300106
© 1999 ICHRIE

Hospitality Recovery Strategies: Customer Preference versus Firm Use

K. Douglas Hoffman

Colorado State University, dhoffman{at}lamar.colostate.edu

Beth G. Chung

Cornell University

The purpose of this study was to investigate the use and effectiveness of service recovery strategies that are employed in the hospitality industry. More specifically, this research uses the critical incident technique to analyze approximately 750 recovery incidents in restaurant and hotel industries. Eleven recovery strategies are identified and assessed by comparing customer preference to firm use. In many instances, what customers want most is not what restaurants/hotels are necessarily implementing.

Key Words: service recovery • customer service • customer satisfaction


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