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Journal of Hospitality & Tourism Research, Vol. 29, No. 4, 484-507 (2005)
DOI: 10.1177/1096348005276935

Modeling Roles of Service Recovery Strategy: A Relationship-Focused View

Chihyung Ok

Kansas State University, ok{at}humec.ksu.edu

Ki-Joon Back

Kansas State University, back{at}humec.ksu.edu

Carol W. Shanklin

Kansas State University, shanklin{at}humec.ksu.edu

This study proposed and tested a theoretical model consisting of antecedents and consequences of recovery satisfaction using a scenario experimentation (2 x 2 x 2 factorial design). Each participant was provided the same service failure (overcooked steak) scenario and one of the eight recovery scenarios. Structural equation modeling was used to test the hypotheses based on 286 cases. All three dimensions of justice had positive effects on recovery satisfaction. Recovery satisfaction had positive effects on trust and overall satisfaction. Trust had positive effects on commitment and overall satisfaction. Commitment had positive effects on overall satisfaction and behavioral intentions. Although a service failure might negatively affect customers’ relationship with the service provider, effective recovery can reinforce attitudinal and behavioral outcomes. The findings emphasize that recovery efforts should be viewed not only as a strategy to recover immediate satisfaction but also as a relationship tool to build long-term relationships with customers.

Key Words: service recovery • justice theory • recovery satisfaction • trust and commitment • overall satisfaction • behavioral intentions


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